The PR Experts

Watch…Play…Win

2012-01-25T11:10:00.000-06:00

By: Angela Raleigh, Account Executive, Leonard & Finco Public Relations, Inc.

In less than two weeks the New England Patriots and the New York Giants will meet again in the biggest football game of the year, Super Bowl XLVI. Millions of viewers will tune in to the big game, but as an added incentive businesses are utilizing social media to connect with viewers in a whole new way during the game.

I recently read about Chevy’s take on engaging viewers during the Super Bowl….and I have to be honest, I found it rather intriguing. If you haven’t heard, Chevy has developed the Chevy Game Time app, which will bring interaction to the big game by allowing football fans to answer live trivia about the game and commercials, participate in polls and engage with others through Twitter.

But what I found most fascinating, as I am sure others will as well, is the chance to win one of twenty Chevy automobiles and thousands of other prizes. Those who choose to download the app will automatically be entered to win a Chevy Camaro just for registering and will also receive a unique custom plate ID.

Super Bowl commercials have always been viewed as an important part of the big game and this couldn’t be more true this year. As the Chevy commercials air, viewers who downloaded the app will be crossing their fingers in hopes their plate ID appears on the screen. For the lucky viewers whose plate ID actually appears in any of the Chevy commercials, will be the winner of the vehicle its on. How cool is that!?! It’s one smart way to keep viewers watching every minute of the game and in between.

I give kudos to Chevy on this app, as I believe it’s a clever way to engage with and allow fans to interact during the game.

Social media and apps are definitely changing the way in which we interact and get information. Have you downloaded this app or others apps to help you say on top of your game?

Going Dark to See the Light

2012-01-19T12:22:00.000-06:00

By: Scott Stein, Sr. Account Executive, Leonard & Finco Public Relations, Inc.

If you’ve ever doubted the power of the Internet, this week is a good example of just what can happen.

I was among the many, I assume, that really had no idea what the letters SOPA and PIPA stood for before this week. But the well-orchestrated 24-hour blackouts on websites like Wikipedia certainly got my attention and piqued my interest in these two pieces of federal legislation.

SOPA is the House bill that many believe is now dead, while PIPA is the Senate version that is losing support as I write this. While well-intentioned as vehicles to stop Internet piracy, the list of opponents who believe the bills would cause far more damage than good continues to grow.

Opponents point out that the main problem with the two piece of legislation is that the language is too vague. Many believe that the bills will actually do little to fight piracy, but the impact on legitimate social networking sites like Facebook and YouTube could be dramatic.

Under SOPA and PIPA, a website can get in trouble for any user content. Simply put, any sight that contains some content that infringes on a copyright could be shut down. Of course, most websites would likely self-police before it even gets to that point with the result that everyone would see less content which would dramatically change what we’ve come to expect from the Internet.

It’s a complicated issue with far-reaching implications. But until this week, I was in the dark on SOPA and PIPA. It took several key website going dark for just one day to get my attention.

Did the January 18th blackout get your attention too? What are your thoughts on SOPA and PIPA?

You’re Posting – But Are You Listening?

2012-01-11T13:53:00.000-06:00

By: Kristen Paquet, Account Executive, Leonard & Finco Public Relations, Inc.

If you’ve been keeping up with to your social media accounts for your business, then you are only doing half the job it takes to maintain a quality Facebook page or Twitter feed (or any social media account for that matter).

We’ve been given some great lessons on the importance of listening to our follower and fans over the past several months. Netflix is the big one, with the subscriber uproar that came when the streaming service said they were separating services under two different websites and charging for both. The public’s voice was overwhelming and people canceled subscriptions in record numbers. Ultimately, Netflix, abandoned the idea of two different websites, but the increase in charges remains intact.

More recently, Verizon said it was going to start to charge a $2 “convenience fee” for online or by-phone single payments in an effort to boost customer payments by electronic check or Auto Pay. Within hours, there was a huge outcry from customers via social media. It only took one day for Verizon to change its mind on the fee (and hooray for me – as I’m a Verizon customer).

You don’t have to be a huge company to learn the two lessons that have come from these examples. Even small businesses, especially if you are offering a service or a product, need to pay attention:

Listen to what your followers, fans and bloggers are saying. They will give you more insight than any market study or survey ever will. The comments shared are more real and raw and are most likely a better representation of what you really need to hear. That being said, you do need to take all of the data into consideration before making a decision.
After you have listened, react quickly. Online comments and blog posts go up fast so you need to react as soon as possible good, bad or otherwise. In the case of Netflix, it took the company’s CEO to issue an apology to customers on the way they were informed of the changes, giving people more time to get hot under the collar (and more time for negative news stories to run). The take away here: the more you linger, the louder your audience is likely to get.

If you’re not seeing a lot of conversation or comments on Facebook or Twitter, get your followers talking by asking questions, asking for user feedback or offering a special promotion for those that respond to one of your posts. Once your followers know they can use your page as a sounding board, the more they will be willing to comment – especially if they feel their voice is being heard. So be sure to listen!

Does anyone have an example of when listening paid off just as much (if not more) than posting? Please share? Hey…is anyone out there listening??

The new Facebook Timeline. It’s our new “permanent record”

2011-12-29T09:26:00.000-06:00

By: Susan Finco, President, Leonard & Finco Public Relations, Inc.

Remember in grade school or high school, when you were faced with the threat of something going into your “permanent record?” We always wondered who kept those permanent records and how long would they follow us through life. Then, as adults, the thought of a permanent record became a bit of a joke (maybe with the exception of our personnel files at work – never a joke).

But now it looks like your permanent record has become a reality. Facebook’s Timeline is very much like a permanent record of your life. As with all things Facebook, any major changes to the existing format are met with skepticism, criticism and eventually, acceptance (after all, who has a choice in the matter?)

The Facebook Timeline is a new kind of profile; one that literally turns everything you’ve ever posted on Facebook into a personal history. I would highly recommend you not simply accept whatever Facebook gives you for your Timeline. The Timeline can be changed and edited, and you’ll want to do that so it reflects who you are right now. Eliminate those college beer party pictures, comments by your ex partners/spouses/boyfriends/girlfriends, etc. Do you really want future employers or associates to see all of that?

There’s plenty of help available online to help you sort through the new feature. A couple of stories I found useful include:

An article in Discovery news has some good tips on getting the Timeline to look like you want it to look in his article: Facebook’s Timeline: We are All Historians Now. Go to: http://bit.ly/s9N0h3
A post on The Huffington Post also walks you through the settings. Go to: http://huff.to/tPtfHq

Love it or hate it, the Timeline will be implemented on all Facebook accounts, so now’s the time to learn about it and figure out what you want included in your personal history, or I should say permanent record. It’ll be there…until the next Facebook change comes along.

Have you tried out Timeline…do you love it? Hate it? What tips do you have for customizing the Timeline?

2012 PR trends…what’s on your radar?

2011-12-21T09:27:00.000-06:00

By: Angela Raleigh, Account Executive, Leonard & Finco Public Relations, Inc.

With only days left in 2011 it’s that time of year when the PR pros are looking ahead to the opportunities and challenge that 2012 will bring. Here are five trends to keep in mind.

1. Relationships remain critical. PR has always been about creating and enhancing relationships and connections with others. But in the social media world, this also couldn’t be more true. Look for new people and organizations to connect with, but don’t forget to say connected with the people who you already have relationships established with.

2. Crises will continue. Whether a crisis hits the news media or social media channels, crises will continue to occur in 2012. Some will flare up quick and die out just as fast, while others might lag around. In either case, knowing how to handle the situation properly will help mitigate the crisis.

3. Social media integration. With social media platforms continuing to expand and develop, concentrate your efforts on the channels that offer your organization the greatest ROI and compliment current PR strategies. It might be Google+ Business page for one organization and a Facebook Fan page for another. Remember to not get overwhelmed. Pick your channels, keep it simple, listen to what others in your industry are saying and engage in the conversation.

4. Traditional media is not dead. Traditional PR tactics will be enhanced with new and innovative ways for engaging audiences through social media. For instance, you may choose to pitch a reporter via Twitter instead of email. The brief nature of social media makes it the perfect place for reporters to get information quickly.

5. Continued Improvement. The one thing constant in PR is change. As PR professionals we must embrace change because it is a part of our daily working environment. One of the most important aspects of effectively implementing change is ensuring that everyone involved clearly understand the reasons for the change, the likely impacts, as well as the methods used to create the change and the expected benefits.

What’s on your PR radar for the New Year? Will any of the above be a factor in your PR success in 2012? I’d welcome hearing your predictions.

2012: Time for a PR refresher

2011-12-14T13:48:00.000-06:00

By: Kristen Paquet, Account Executive, Leonard & Finco Public Relations, Inc.

The holidays make many of us think about the future and the inevitable list of resolutions: lose weight, read more, be more community minded. The New Year is a great time to renew yourself and your lifestyle. But it’s also a good time to renew the company PR plan.

Just as people can fall into a mundane routine or a rut, so can the actions you take with your PR plan. Taking time now to review your plan (or develop a plan if you don’t have one) and making just a few updates can help ensure success throughout the year.

Here are a few ideas to get you started:

Do you have a big event coming up? Launching a new product? Working on a special project? Determine if anything your company is doing is newsworthy well in advance so you have time to plan ways to attract local media.
Take a look at your website and social media accounts like Facebook. Can any of these tools use an upgrade or be refreshed in any way? Make sure the content is current and that all links work properly.
Start a photo archive of activities and events and make it a point to include photos with any news releases that go out.
Scan national headlines on a regular basis and contact area media outlets to offer a local perspective when appropriate.
Develop or update the company media kit and send it to local media outlets so they know they can tap into your expertise for any stories. Make hard and electronic copies.

You took the right step to develop a PR plan for your company – now make sure you use it! Making simple updates can yield a big benefit in the long run. Who else has ideas to help renew a PR plan for the New Year? Please share!

Can You Keep a Secret?

2011-12-07T09:01:00.000-06:00

By: Susan Finco, President, Leonard & Finco Public Relations, Inc.

Can you keep a secret? From childhood on, all of us are asked from time to time to keep a secret, or maybe we’re the one telling a secret. You hopefully learn which secrets really should be kept, which ones have little meaning and which ones should definitely be brought out in the open.

One of the great secrets of modern times was “Deep Throat,” the name Bob Woodward of the Washington Post gave to the informant who provided him with information about the Watergate scandal. The secret lasted for 31 years and was only revealed when the family of the informant, former FBI associate director Mark Felt, went public.

I sincerely doubt that kind of secret would hold that long today. The world of instant media means everything is pretty much fair game to inquiring minds. That’s today’s reality. In fact, I am amazed when people or organizations are surprised that their secrets – recent or long held – come to light and are subject to public scrutiny. There are so many examples, be it Herman Cain, Penn State, Arnold Schwarzenegger or Kim Kardashian, to name just a few. In the case of something that’s illegal, immoral or unethical, it’s a good thing these situations are exposed. But really, do the private details of Kim Kardashian’s divorce warrant all this media coverage? (Can you tell I’m not a fan?)

But it isn’t just public figures and institutions that are subject to today’s wide world of secret-busting, instant media. All of us would do well to stop and think about what we’re posting online as well as how we live our lives. It is an open book where secrets don’t last for long.

Have you thought about how today’s media world impacts your personal life or, perhaps more importantly, how it could impact your life in the future if you are keeping any secrets? Have you, or will you, change what you post or how you live?

Crisis Management 101: Understand the magnitude of the problem and get PR help quickly

2011-11-18T13:04:00.000-06:00

By: Cole Buergi, Senior Account Executive, Leonard & Finco Public Relations, Inc.

The sexual abuse accusations against assistant coach Jerry Sandusky at PENN State University has destroyed a once pristine image of a college steeped in rich history, championship athletics and an educational experience second to none.

The school is now reeling from backlash as more details surface about the extent of the alleged abuse and who knew what and when.

Examining this from a pure public relations perspective, the university’s leadership has failed in the handling of this crisis. The incredibly slow response by the college to even acknowledge there was a crisis shows me just how much the school believed in its own infallibility.

The leadership appears to have completely ignored the magnitude of the problem and to get outside PR help immediately to make efforts to stay out in front of the story. Only recently has the school hired an outside PR firm, skilled in crisis management, more than a week after the first news story appeared about the abuse.

During that time, the university’s famed head coach Joe Paterno was forcibly retired, students have protested in the streets, more victims are coming to light and the depth of who knew what and when is starting to become known.

Hindsight is 20/20, but all PR experts know that when in a crisis mode, the first thing to do is assess the situation to determine its magnitude and then immediately assemble the resources to address the issue. In this case, hire outside PR experts! The goal is to get out in front of the story, working to shape the message and minimize the damage to your brand.

The university did none of this and now the story is out of their control. In fact, their lack of reaction is only adding to the appearance of complacency with the happenings around them.

If brought on board immediately, could a crisis management team have saved the university’s reputation? That answer can never be known, but a swift, proactive response would have definitely helped give the impression the school was working to find out the truth instead of cover it up.

Only time will tell if the PR team can salvage or rebuild the image of this famed college.

I’m curious to know what our readers think about it. If the university’s leadership had reacted more quickly, could the story have taken a different direction and not done as much damage to the college’s image? What do you think they should do now moving forward?

Looking to Increase Your Search? Turn to Google+ Pages

2011-11-09T12:59:00.001-06:00

By: Angela Raleigh, Account Executive, Leonard & Finco Public Relations, Inc.

For businesses and brands, increasing your Google search results just got a little easier. Google recently launched its Google+ Pages, which helps businesses and brands set up an online presence and acts as another avenue to connect with customers and fans.

You may be wondering, how is this any different than Facebook or Twitter pages? It’s a question that crossed my mind as well and from my research I found that it’s similar in respect to companies being able to set up an online identity. But Google offers something extra with Google+ Pages, higher ranking in Google search results. Google+ Pages are added to Google search results, making it quick and easy to come across pages with a simple “+” sign.

Now, you could do a search for “Fox News Facebook” or “Fox News Twitter” and the pages will appear at the top of the search results. But by simply typing a “+” in front of the company name or brand, for instance “+Fox News,” the Google+ Page appears. Or, to make things even simpler you could type “+F” and get a listing of all the Google+ Pages for businesses and brands that start with the letter F. The lists of pages are small right now, but I am sure the lists will grow in the coming weeks and into the future.

Google+ Pages offer another option for any company looking to establish a presence on the Internet. People can add the pages to their Google Circles in order to follow the business or brand and select a “+1” to publicly recommend the page on Google. Google+ Pages might not be right for every company, but it’s definitely something you’ll want to check out.

What do you think of Google’s newest launch? What type of an impact do you think Google+ Pages will have?

Remember a Veteran on 11-11-11!

2011-11-02T14:47:00.000-05:00

By: Scott Stein, Sr. Account Executive, Leonard & Finco Public Relations, Inc.

A week or so ago I was visiting my favorite store, Festival Foods in De Pere. I normally don’t go down the aisle with the greeting cards, but for some reason I did on this day (probably to avoid another congested aisle). As I strolled past the greeting cards I noticed a new section of cards commemorating Veterans Day.

I don’t ever remember seeing cards for Veterans Day, even though the greeting card industry seems to create many new holidays or observances just to sell more of their product. But the small display of Veterans Day cards really hit me. Maybe it’s because my 89-year-old dad is a Navy veteran who served during World War II and in Korea and I’m not sure how many more Veterans Days he’ll have to celebrate.

So I checked out the different cards. There were cards for dads who are veterans, as well as cards for specific branches of the Armed Forces. It was actually a tough decision, but I settled on a card that I liked and now I just have to remember to get it in the mail so it arrives at the right time.

I don’t send or give cards very often, usually just birthdays for special people in my life. Of course, each Christmas I also vow that I will consider sending Christmas cards next year. But sending a card to the very special veteran in my life just feels right; it’s an opportunity to say thanks for everything he’s done for me and for our country.

I’d encourage you to join me this Veterans Day. Send a card to the special veteran in your life. Even if you don’t have a close relative who is a veteran, surely you know someone who has bravely served his or her country and would appreciate being remembered on 11-11-11.

Christmas is only 58 days away! Are you ready yet?

2011-10-27T14:19:00.000-05:00

By: Kristen Paquet, Account Executive, Leonard & Finco Public Relations, Inc.

Holiday visions of a beautifully decorated house, the aroma of cookies baking in the oven and gifts wrapped and placed under the tree are meant to portray the perfect holiday setting. But let’s face it, for many of us, the holidays can quickly become one big ball of stress. Between the shopping, visiting family, parties, wrapping and baking, there is just a lot to do.

So I have decided to create my own holiday tradition: Do as much activity and holiday prep as I can using technology. This will include:

I’ll get my holiday shopping started while sitting on the couch and visiting my favorite websites. Don’t you just love Cyber Monday?
No worries about a holiday card this year! I’ll just pick a photo of the kids from one of the many dozens I have stored on my computer (who prints out pictures?) and make my own e-card to send to everyone in my email contact list.
My husband is impossible to shop for. Instead of wandering around the mall, I’ll just send out a quick tweet asking anyone following me for suggestions. Or maybe it should be a Facebook poll…
Kid’s holiday concerts are at two different schools at the same time. Not a problem. My husband and I will divide and conquer. He’ll Skype me in via his cell phone while at my son’s concert and I’ll do the same for my husband while I’m at our daughter’s concert. Multi-tasking at its very best.
Cookie baking will be a breeze this year. I’ll just whip up as many cyber-cookies as I can with my new Cookie Maker app. I can “mix” the batter and even decorate my cookies and send them to friends. It’s just as good as the real thing and no calories to count!

Actually, I’m just kidding. I might do a few things using a bit of help from technology, but for the most part, I plan on taking a few photos (which will still probably never get printed) and then plan to put the electronics away to enjoy the time “live and in person.” The holidays may be a crazy time, but can you really picture it any other way? I mean, really… a cyber-cookie?

What I’m wondering, though is if there are any good apps or websites that other people use to help make holiday prep a bit easier. Please share!
Oops… our countdown lost a few minutes… better get started!

Link Up with LinkedIn

2011-10-21T12:53:00.000-05:00

By Kristin Rabas, Account Executive, Leonard & Finco Public Relations, Inc.

This past week, I gave a presentation for a Green Bay Chamber of Commerce event about LinkedIn and how to use it for networking, a job hunt, recruiting and to grow your business. There were a number of great questions and it got me to thinking that a little refresher on the basics of LinkedIn might be helpful.

Networking. Search for people you’ve recently met at business or networking events, former and current co-workers, professional friends and industry leaders.
Adding connections. When adding connections, mention how you know the person in your invitation. For instance, “It was great meeting you at the Chamber breakfast yesterday and chatting about social media. I’d like to connect with you on LinkedIn.”
Groups. Search for and join groups that will benefit you professionally. Look for groups that are specific to your industry, alumni associations or groups that interest you. Groups offer forums for discussions on a variety of topics.
Job Search. There are a number of ways to search for jobs on LinkedIn. Job opportunities can be posted in any group, on a company’s home page or you can search for positions right from your profile page.
Profile. Make sure your profile looks professional. LinkedIn is not as casual as Facebook. Start by making sure you have a nice headshot as your profile picture, not one of you on the beach during your last vacation. In addition, keep your work experience, education and specialties up-to-date. You never know when the right person might be looking at your page.
Complete your profile. Make sure your profile is 100 percent complete. LinkedIn will make automatic recommendations on people you should connect with and jobs you may be interested in based on your profile. The more complete your profile is, the more accurate your recommendations will be.
Accepting connections. Remember that one of the main purposes of LinkedIn is to network and connect with others. If you don’t know a person that asks to connect with you, don’t be afraid to reach out to them and say you would like to know more about them before you connect.

LinkedIn can be an extremely useful tool when it comes to networking, looking for a job and growing your business.

What aspects of LinkedIn do you utilize the most?

Tribute to a Visionary

2011-10-07T08:59:00.000-05:00

By: Cole Buergi, Senior Account Executive, Leonard & Finco Public Relations, Inc.

The world lost an icon and visionary when Apple co-founder Steve Jobs lost his battle with cancer. I consider Jobs to be the Ben Franklin of our time, pioneering some of the greatest technological advances in computers and portable technology which has forever changed the world.

It seems almost impossible now, but try to imagine our world without smart phone technology; lightweight, portable music players; or powerful, tablets designed for ease of use and portability. For many, the world would seem to stop if we couldn’t text, share a post on Facebook or Tweet an update from our phone.

Add in the ever expanding world of apps that was created to fuel this technology and you would be hard pressed to find anyone in the world that hasn’t been impacted in some way by Jobs’ vision.

I was in grade school when Apple first competed head to head for the public’s growing appetite for personal computers, ultimately losing out to the PC in much of the business world yet managing to secure a stable following in the school systems.

Reflecting back on his life, I wonder how things would have been different had Apple computers become the standard for the business world in the 80s and 90s. Instead of playing catch up for much of those two decades, what kinds of wonderful technologies could have Apple, with Jobs’ leadership, created?

We’ll never know but I thank Jobs and Apple for the technology they did create. I currently own an iPod and iPhone 3 and I’m looking forward to getting the iPhone 4s when it’s available locally. These are just two of the many technologies that have bettered my personal and professional life.

Thinking about your own life, how has Jobs’ vision impacted your daily activities?

Read all about it…on WSJ Social

2011-09-28T10:05:00.000-05:00

By: Angela Raleigh, Account Executive, Leonard & Finco Public Relations, Inc.

The world of social media continues to evolve and this time the Wall Street Journal (WSJ) launched “WSJ Social.” The app allows users to access WSJ content within a platform on Facebook without requiring users to visit the newspaper's website.

It makes sense. With an increasing number of people spending more time on social networking sites, they have less time to spend on news websites. And with social networks being a primary source for information, why not have news available where people are already obtaining a good amount of information.

You may be asking yourself, how is this any different than an online newspaper? Well, after granting the app permission to access your Facebook information, you have the ability to read and subscribe to streams of content. The app helps create news that is personalized to each user and provides an easy way to read and share news with friends.

The downside is that with all new things there are limitations. Users of “WSJ Social” are not able to search for specific news stories. Instead you can read stories that are featured on the pages you’ve subscribed to or if someone you’ve subscribed to “likes” a story, it will appear on your page. So if you are looking for a specific news story, you might have more luck going directly to the newspaper’s website. Ultimately this could help increase WSJ website traffic, which I am sure was a thought of the team who created the platform.

It’s not surprising that newspapers are starting to extend their services and offer news via social networks to increase engagement with subscribers. “WSJ Social” is just another easy way to share and get news from others. Do you think this platform will be a success? Will you be one to try out “WSJ Social”? Thoughts or reactions about the new news platform?

Should news be convenient?

2011-09-23T09:31:00.002-05:00

By: Scott Stein, Senior Account Executive, Leonard & Finco Public Relations, Inc.

A new survey of high school students recently caught my attention. The survey by the Knight Foundation found that more and more high school age kids are getting their news from social networking. In fact, 56 percent indicate they look to social networks as a daily source of news and information.

If you’ve spent any amount of time around any high school students, that survey finding is probably not a surprise. Most kids seem to be glued to their smartphones or computers these days.

But a few of the other survey results were what really caught my eye.

While more than half of the students said they were daily users of social media for news and information, it wasn’t the only source that they cited.

77 percent say they watch TV for news at least once a day
54 percent report they read an article online at least once a day
48 percent watch video news online at least once a day
42 percent say they read an article in print at least once a day

Again, not a real surprise. Few people remain as adamant as I am about reading a printed newspaper on a daily basis.

What I really found interesting is the way the students felt about the truthfulness of the news sources. While only 42 percent said they read an article in print at least once a day, 88 percent of the respondents felt that newspapers were very or somewhat truthful. Television news came in next with 78 percent believing TV was very or somewhat truthful.

When it comes to social networks, just 34 percent of the high schoolers felt they were very or somewhat truthful. Which begs the question…If you’re skeptical about the truthfulness of the news and information on social networks, why are more kids seeking news from that source?

Like so many things today, the answer is probably convenience. If you’re already hooked up to the social media to communicate with your friends, why not use it as a news and information source. It’s easier than taking the time to sit down and read the daily newspaper.

What do you think? Is convenience driving the way you get your news?

Would social media have made a difference?

2011-09-14T11:00:00.000-05:00

By: Kristin Rabas, Account Executive, Leonard & Finco Public Relations, Inc.

This week marks the 10 year anniversary of 9/11. From television programming, special ceremonies, dedications and more, it seemed like the whole world was remembering the day in one way or another.

Personally, I took an interest in the documentary, “102 minutes that changed America,” which aired on multiple channels the morning of the 10th anniversary. The documentary contained many never before seen clips of the attacks from residents and tourists of New York City who shot video on their cell phones or video cameras.

One thing about this documentary that intrigued me was the amount of confusion that surrounded that morning. Obviously, nobody ever expected something like this to happen, but it seemed like it took a relatively long time before anyone had any idea what was going on.

For many of us, 10 years ago might not seem all that long ago, but keep in mind Facebook wasn’t launched until early 2004, YouTube wasn’t created until 2005 and Twitter didn’t launch until 2006.

If Facebook, Twitter or YouTube would have been around on September 11, 2001, what do you think would have been different? Would the ease of sharing information have made the morning less or more confusing for the world?

Inspiring Dale

2011-09-08T10:35:00.000-05:00

By Kristen Paquet, Account Executive, Leonard & Finco Public Relations, Inc.

You know how every once in a while you can feel down about yourself? Like nothing in your world is going right and if you have one more thing put on your list of things to do you think you will actually crack? I was feeling that way a few short weeks ago.

Then I saw Dale on TV.

Dale is a 12 year-old boy who took a trip to the beach off the shores of Washington with his church group on August 5th. Dale waded a few feet into the water only to be swept up by a riptide that took him farther and farther out from the shore. Several people tried to save him, but the current was just too strong, the waves too high. One minute Dale was yelling for help, the next he was gone.

When emergency personnel arrived and went into the water to find Dale, they weren’t very optimistic about the outcome. But after several minutes of searching, they found Dale and brought him to shore, not breathing and with no pulse. Dale had been underwater for 20 minutes.

Call it luck, a miracle, faith, effective CPR, whatever. The emergency responders didn’t give up and after minutes of treating Dale, they felt a pulse. He had survived. After four days in a medically induced coma, he opened his eyes.

It isn’t the story about Dale’s unbelievable brush with death that day that made me take notice, it was the story about his recovery. There I was, complaining about having too much to do while this young boy was in the hospital, learning how to walk and talk all over again. Dale continues to go through hours of intense therapy in order to do the simple tasks we all take for granted.

This story gave me a great thing: perspective. It made me take pause for a moment and remember how lucky I really am. When you look at what this 12 year-old boy has had to go through and how strong he is, I realize that I really have no reason to complain about my daily tasks. In fact, bring them on.

Has there been a story you’ve heard about that has given you a bit of perspective? Please feel free to share!

Want to build trust, be transparent

2011-08-31T09:34:00.000-05:00

By: Cole Buergi, Sr. Account Executive, Leonard & Finco Public Relations, Inc.

There aren’t many rules when it comes to social media. People can pretty much say whatever they want, whenever they want. Sometimes comments spark heated debates and, at other times, what you might consider to be a comment that would start a vigorous debate, goes unnoticed.

But one thing almost every social media user agrees on is being transparent with your comments. A misstep in this forum, purposeful or not, will almost assuredly create serious backlash against you and whatever item, activity or business your promoting.

What does it mean to be transparent? It means acknowledging that you have a personal stake, directly or indirectly, in what you’re promoting on social media.

A positive example of transparency I recently saw on Facebook was that of a well known and respected Green Bay area TV news anchor who promoted that an area store was having a sale. She also noted in her post that the store was owned by her husband. That’s a great example of showing transparency and she received positive responses from her friends including me.

I’ve also witnessed other scenarios on social media where someone had posted a glowing review about a service or product only to find out later that the person posting the comment didn’t acknowledge that it was a client of theirs. I felt my trust was betrayed and so did many others judging by the number of people calling that person out on the carpet for not acknowledging the client relationship.

If you plan to promote a product or service and you have a client relationship or personal stake in that product or service, be forthright and mention it. Doing so will strengthen your relationship with the people that feel you have something important enough to say that they chose to want to read about it.

Have you ever felt misled by a social media review? What did you do about it?

Should you tie PR efforts to the 9/11 anniversary?

2011-08-24T10:49:00.000-05:00

By: Susan Finco, President, Leonard & Finco Public Relations, Inc.

In the PR world, we often recommend clients tie some of their PR efforts to seasonal events, activities, holidays and even anniversaries. But 9/11 is another story. When this terrible tragedy occurred, and in the subsequent years following the terrorist attacks, no one would have even considered promoting their company or organization by linking it to the 9/11 anniversary date (at least you hope not). Now, ten years have gone by and there are indications that the “off- limits” approach is starting to change.

Advertising Age® recently ran an article “Marketers Tread Carefully into Sept. 11 Anniversary” explaining that many of the major broadcast and cable networks are going to air programming relating to the anniversary and there will be paid sponsorships of these programs. The feeling now seems to be is that it’s OK to pay tribute to the anniversary date rather than avoiding it. But, the programmers are being very careful as to what those sponsorships and commercials look like and where they’re placed.

What does that mean for PR; especially on a more local level? At Leonard & Finco, we’re advising our clients to be careful. If your firm or organization has always recognized the day by volunteering, holding a memorial or doing something to mark the anniversary, you should be OK letting the media know about it. Likewise, if you’re sponsoring a memorial event, that’s OK too. I wouldn’t recommend sending out a news release announcing it to the world; rather, call or email a journalist you know and fill them in. Approach it from a “If you’re looking for a local story relating to 9/11” perspective. Keep in mind the seriousness and meaning of the anniversary.

We do not recommend you hold an event or activity related to 9/11 simply to generate publicity or in the hopes you’ll receive coverage. Not only is it inappropriate, you could face serious backlash. If you do something, do it for the right reasons.

I realize this may be a very conservative approach and viewpoint. Is your company or organization commemorating the 10th anniversary of 9/11? If so, how are you handling the PR? Love to hear your thoughts and comments.

The only constant is change

2011-08-17T09:32:00.001-05:00

By: Angela Raleigh, Account Executive, Leonard & Finco Public Relations, Inc.

Any person who has worked in the PR industry would agree that one of the only constants is change. Target markets are constantly subject to change; consumer tastes and preference can be unpredictable; and the platforms in which we receive information continue to change with new developments in technology. But most people dislike change for the fear of the unknown.

However, change is essential to your survival and the survival of your company. Every day we deal with change. The change that happens to us as individuals and the change that happens to the environment in which we work. Today we have competitor “x”, tomorrow it will be competitor “y”. Today we have a front page feature story and tomorrow we have a small mention on page 13.

For years print, radio and television were the main avenues for receiving information. Today we still have print, radio and television, but we’ve added the internet and hundreds of social media sites, such as Facebook, Twitter and YouTube.

How you handle change from a PR perspective should be determined on a case by case basis since most situations can vary. Be sure to consider the following:

Does the change benefit the business or client goals?
Will key messages change? If so, how will you communicate the changes to those involved?
What strategies need to be developed to implement the change?
Based on the strategies, are there new work practices and protocols that need to be implemented?
Will employee responsibilities change? If so, what training will be required?
Review the pros and cons of implementing vs. not implementing the change.

As PR professionals we must embrace change because it is a part of our daily working environment. One of the most important aspects of effectively implementing change is ensuring that everyone involved clearly understand the reasons for the change, the likely impacts, as well as the methods used to create the change and the expected benefits. How do you best address and manage change in your organization?

It may be their right, but is it the right setting?

2011-08-10T13:25:00.000-05:00

By: Scott Stein, Senior Account Executive, Leonard & Finco Public Relations, Inc.

Having spent many years as a news reporter, it’ll come as no surprise that I feel strongly about the important rights included in the First Amendment to the Bill of Rights…freedom of the press and freedom of speech among them. So when it comes to those who protest every move that Gov. Scott Walker makes, or those who choose to picket outside military funerals, I won’t argue that they don’t have that right.

In fact, I’ve been to a couple of events where protesters were present. At one location the protesters were picketing outside of the event I was attending. At the other, the protesters made it rather difficult to hear what the governor was saying. Nonetheless, they were certainly within their rights to be there and take those actions.

But at some events, I feel the protests are simply out of place, including the protest against the governor at a ceremony honoring the Special Olympics. Granted, it was a silent protest, but those participating still disrupted a program that should have been all about and for the Special Olympians here in Wisconsin.

The most recent event was the opening ceremony for the Wisconsin State Fair. Reports indicate that about 60 protesters disrupted the ceremony, trying to shout down the governor during his brief speech. The State Fair has a long history of being a family-friendly event with a strong emphasis on Wisconsin’s farm heritage. It’s a tremendous honor for the kids who win the right to exhibit their animals or other projects at the fair. And some of them were among those attending the opening ceremony and witnessing the protests last week.

Then there are those who protest outside the funerals of military personnel killed in action. The U.S. Supreme Court ruled earlier this year that “such speech cannot be restricted simply because it is upsetting or arouses contempt.”

I have to wonder if these are appropriate settings to protest and picket. Certainly there are many other venues where protesters can carry their message to the public without intruding on a special event for kids or causing further pain for a grieving family. Yes, I will continue to argue for people’s rights to protest, but I will also argue that there are times and places that are more appropriate than others to carry on those protests.

Let me know what you think.

Foursquare – More than a game

2011-08-05T10:37:00.000-05:00

By Kristin Rabas, Account Executive, Leonard & Finco Public Relations, Inc.

The growing popularity of social media globally is also leading to a boom in social media tools. The most popular are Facebook, Twitter, LinkedIn and YouTube. Another tool that is quickly growing in popularity is foursquare. It hit the social media scene about two years ago and since its launch has gained more than 6.5 million users worldwide.

Foursquare is a location-based application that encourages users to “check-in” from wherever they are using their smartphone. Users can see where their friends have checked-in, write reviews and receive tips about businesses, find nearby businesses, receive special deals and more.

At first, businesses were slow to embrace this application because of its “game-like” features. As a game, the user collects virtual badges and points for checking-in at different locations. If you check-in to the same location more than any other person, you become the “mayor” of that location. What does being mayor mean? Nothing really, it’s just a game.

However, foursquare is more than a game. It can be a useful tool to attract new customers, offer promotions and discounts to consumers and for businesses to monitor what is being said about their products or services.

Similar to a rewards card that you punch every visit, businesses can attract customers by offering them special discounts when they check in. It’s a great way to build customer loyalty. For example, the following foursquare promotion took place in the Green Bay area; Check in at Aerie in Bay Park Square and unlock a 15% discount toward your next merchandise purchase.

Monitoring what is being said about your business or product is another benefit. Every time you check-in, you have the option to review tips about that business or write your own review. As social media grows and people become more and more dependent on peer reviews and word of mouth marketing, these types of reviews and tips can serve as a great marketing tool or a way to learn how to improve your business or product. From getting comments about weekly specials to learning about bad service, foursquare has endless potential for connecting with customers. It’s almost like a virtual comment box!

Personally, I use foursquare and I love it. Do you currently use foursquare? What advantages or disadvantages do you see?

Feelin’ Happy?

2011-07-28T14:13:00.000-05:00

By: Kristen Paquet, Account Executive, Leonard & Finco Public Relations, Inc.

So, has the recent announcement of the change in McDonald’s Happy Meals made you, well, happy?

In case you haven’t heard, Mickey D’s is cutting calories by adding apple slices and taking away about half of the fries inside each beloved red box in an effort to make the meal more health conscious (original Happy Meal: 590 calories, new and improved version: 470 calories).

But will this change make a difference? Will the trimmed down version of the Happy Meal make a dent in the more than 12.5 million obese children in America? Is it meant to?

A quick scan of online articles and message boards shows the sides are somewhat divided. Some feel the change is a start in paving the way for healthier food options at fast food restaurants while some say that fast food is bad food, no matter how many apples you throw at it.

My concern is that this latest McDonald’s update will result in the same reaction that many Americans tend to have to a change like this: that a “healthier” Happy Meal option translates to the Happy Meal now being “healthy,” or good for you. And because a Happy Meal is perceived as good for you, many more will be ordered, thus continuing the cycle of unhealthy eating habits. Let’s face it; the lower-cal options aren’t created because a restaurant cares about a person’s overall health. They do it because they want to sell more products.

But like most people commenting about the Happy Meal, I find myself in the moderation camp. A trip to McDonald’s (or to any other fast food establishment) should be limited to every once in a great while. All the packing and marketing claims aside, in the end, it’s about our own personal choices. We are ultimately responsible for our own health and the well being of our children.

How about you? Do you think McDonald’s is on the right track or is the cycle continuing?

Accomplishing Unthinkable Feats Because of Technology

2011-07-21T16:20:00.000-05:00

By: Beth Kneisler, Account Executive, Leonard & Finco Public Relations, Inc.

I recently read a news story about a woman who is planning to swim 103 miles this summer from Cuba to Key West, Florida. The woman is 61-year-old Diana Nyad. What I found most interesting about this story is that one of the reasons Diana is so confident in meeting her goal is because of the technologies that will be utilized during her journey.

Diana first tried attempting this brave feat in 1978 when she was just 29 years old, but she was forced to abandon the effort due to weather conditions. Despite her age now, the technologies that she’ll be using may just help her meet her goal! Diana and her team will be using satellites, global positioning systems, advanced navigation software and special electronic “shields” to help deter ocean predators. Because of the technologies available now, just 33 years after her first attempt, her
team will be able to accurately forecast when weather conditions will be ideal for her journey.

This story is extremely amazing and inspiring and it got me thinking about how I take technology for granted. I used to view technology as something that makes things simpler in our day-to-day-lives. And while this is certainly true, advances in technology are allowing people to achieve amazing things! Take a minute to think about how much more you can accomplish during any given day. Thanks to the Internet and smart phones, we can research, respond to emails, schedule meetings and appointments and pay our bills all while accomplishing other tasks at the same time! Think beyond that to how technology has allowed us to develop the land rovers on Mars and help amputees with a technologically advanced arm or leg. Diana Nyad’s story is a great example and reminder of how much else we can achieve through today’s technologies.

Do you have any examples in your life that technologies have allowed you to do something amazing? What about examples of how technologies help you achieve things on a daily basis, whether it’s personally or professionally? I’d love to hear your thoughts!

The Summer Disconnect – Not a bad thing

2011-07-15T13:21:00.000-05:00

By: Susan Finco, President, Leonard & Finco Public Relations, Inc.

For the first time in several years, I know of people taking a summer break or vacation and actually going “off line.” They don’t take their Blackberry, iPad or laptop or, if they do, they don’t check in more often than once a day. The amazing thing is, when they return, they’ve all remarked “it was the best (most refreshing, most fun, take your pick) time off I’ve had in a long time.” The world didn’t end, their deals didn’t fall through and their co-workers stepped up to help out. They actually had a break and it was a good thing.

We have all become instant communication addicts (me included) and we’re hooked on knowing everything and answering everything RIGHT NOW. We laugh about being “addicted” to technology, but there is some truth in that word. It begins to take over your life. Raise your hand if you’ve had lunch or dinner with a good friend, only to do a quick check of your messages / Facebook / Twitter and then return a call, email or post in the middle of a one hour lunch? Think about that. Was it necessary? Really? (And I’m a guilty party.)

I’ve come to realize that you don’t have to be connected every single day or even every single hour. In fact, there are some big advantages to disconnecting. What are we missing by not paying attention to the world around us? Are you really listening to what your friend is saying? Are you enjoying the sunset in front of you? Are you learning from what that conference speaker has to say? You certainly won’t have that refreshed feeling after returning from a few days off if you’ve spent most of the time checking in.

So, how and when do you disconnect? Or don’t you. Love to hear your thoughts on the topic.

Is technology making our lives better or is it taking over

2011-07-07T12:09:00.000-05:00

By: Cole Buergi, Sr. Account Executive, Leonard & Finco Public Relations, Inc.

Skynet, an artificially intelligent system designed to safeguard America’s nuclear weapons, becomes self-aware and revolts against mankind in the blockbuster movie Terminator and its sequels. I can remember watching Terminator when it premiered in 1984 and thinking how scary it would be if that could really happen.

Flash forward to 2011 and take a look around. Technology is everywhere, becoming an entrenched part of most people’s daily lives. Whether it’s a smart phone, iPad, laptop or some other technology gadget, like it or not, we are becoming very dependent upon them.

Are we getting close to creating a real life Skynet situation where technology rules our lives or tries to take over?

No, that seems a bit extreme to me but it is amazing to see how technology has changed our lives, much of it for the better and, arguably, some of it for the worse. Today you have apps that can start your car from anywhere, turn lights on and off in your home, find the music you like or monitor your health. You can Skype with people around the world or post photographs for the entire world to see in mere seconds. Convenient technologies for most and, if you can think of it, there is probably an app for it.

On the flip side, technology allows you to be tracked just about everywhere you go, you can be reached 24 hours a day by anyone and it’s almost impossible to get away no matter where you go. Even worse from my perspective is seeing teen’s texting each other while sitting only a few feet apart. I’m not exaggerating.

I, for one, would struggle without technology. I rely on it heavily for work and for my personal life. Could you “survive” a week or even a day without technology? Imagine what that would be like. What would you miss the most? Do you ever fear we are too dependent upon our little devices?

Celebrate Independence Day with Social Media

2011-06-30T07:53:00.001-05:00

By: Angela Raleigh, Account Executive, Leonard & Finco Public Relations, Inc.:

This coming weekend, individuals and families will celebrate Americas’ independence. It’s a day full of parades, picnics, barbeques and watching fireworks. But it’s also a day of reflection on why we celebrate this holiday and it’s a great opportunity to remember our troops that fight for our country.

Fortunately, social media networks provide individuals and families the opportunity to communicate with loved ones who are not able to make it home for the holiday. But as you may know social media networks also act as a gathering place for information and sharing about common topics or subjects. Three social media outlets in particular are most commonly used by individuals wanting to share messages, photos, in-depth information and videos with those who are close and far from home during this time of year.

• Twitter, love it or hate it, is a powerful tool when it comes to holiday news. A number of Twitter hash tags are already in use to celebrate the 4th of July and to remember our troops including #July4th, #IndependenceDay and #WhyWeCelebrate.

• Facebook allows for more in-depth sharing of information. Groups of people come together and follow something they believe, or want information about, by “liking” a page. There are many pages that have been created dedicated to the Fourth of July.

• And of course there is YouTube, which provides the power of visuals. Expect to see video sharing of parades and firework shows throughout the weekend.

We have the freedom to network via digital technology and we are free to choose how we integrate our digital world with our daily lives. If you choose to tweet on Twitter or post on Facebook or YouTube, consider using one of the above hash tags to let those in your social network know how and why you are celebrating this Fourth of July.

Why is it that you celebrate Independence Day? Is it a family tradition or maybe you have a family member or friend that is serving our country? Also, how do you celebrate Independence Day? Do you participate in a local parade, have a barbeque or watch the sky light up with fireworks?

I wish everyone a Happy Fourth of July weekend.

Do You Have Time for Local News?

2011-06-23T15:45:00.000-05:00

By: Scott Stein, Senior Account Executive, Leonard & Finco Public Relations, Inc.

I came across an interesting article just the other day on the website Mediaite, which describes itself as the site for news, information and smart opinions about print, online and broadcast media. Columnist Philip Bump posed the question…“Where does local news fit if national and social media take up all your time?” As a recovering local news junkie (20+ years as a radio and newspaper reporter in La Crosse and Green Bay) I was intrigued.

Bump quickly points that “once upon a time there were two main ways that people learned about what was happening in the world; newspapers and the six o’clock news.” (I’ll forgive Mr. Bump for ignoring the important role the radio news used to play. Of course, while I was working in radio news I was far less forgiving of those who didn’t realize how much information came via radio.)

His point, however, is that we now have so many other sources for learning what is happing around us and around the world. Bump writes…“people can get any information they want on anything at any time. They can follow a thousand different Twitter accounts and have five hundred Facebook friends and Flipbook their way to the things that interest them. The odds that the City Council’s negotiations on a sewer contract makes the cut are small.”

Yes, I am among the legions of fans of Twitter and Facebook and do get a lot of information that way, including local news from the myriad of reporters tweeting and posting on social media (although it can be frustrating wading through all the drivel that is posted as I search for some real news.) While I do find some news via social media, it’s just not right if I don’t start my morning with a newspaper in my hand and close my day flipping among the local TV newscasts.

The bottom line is that I want to know what the city council and county board and other local governments are up to. These are the folks that are making the decisions that most directly impact my life. I, personally, don’t want to reach that day when I don’t have time for local news.

How about you? Is local news important to you? Has the shift in how we get news had an impact on what news you pay attention to?

Social Media Trends in Northeast Wisconsin

2011-06-16T12:13:00.001-05:00

By: Kristin Rabas, Account Executive, Leonard & Finco Public Relations, Inc.

If you’re reading this blog, it’s a safe assumption that you use social media and are at least somewhat familiar with how it works. It’s also safe to assume that at one point, you questioned what impact social media was actually having in Northeast Wisconsin and how many people where actually jumping on the social media bandwagon.

To help answer some of those questions, Leonard & Finco Public Relations surveyed media and business professionals in Northeast Wisconsin in each of the last three years regarding their use of social media.

The most recent survey found that Facebook, at 80.7% of respondents, was the most popular social network used by the media, followed by Twitter (73%), YouTube (61.5%) and LinkedIn (46.1%).

As far as the reason media uses social media, two reponses tied for the top spot at 62.9%. They were to share news stores with others and to find contacts for interviews. Other popular responses included identifying story ideas and socializing/personal friendships.

The survey also identified that business professionals are using social media a little differently than the media when it comes to work. For business professionals in Northeast Wisconsin, LinkedIn was first at 63.9%. Not far behind was Facebook with 58.8%, Twitter at 41.1 % and YouTube at 27.9%.

While at work, business professionals indicated that they use social media the most for connecting/communicating with others in the community or their industry (56.8%). Other reasons that ranked high included promoting company news and information (48.2%), connecting/communicating with clients (47.4%) and directing others to a website (44.6%).

Of those who felt that social media has had a positive impact for their companies, the top reasons included networking (64.1%), improved client/customer relations (59.7%) and increased marketing opportunities (49.2%).

Overall the use of social media networks in Northeast Wisconsin has increased since Leonard & Finco’s first survey three years ago. Are you at all surprised about these results? If so, what did you think would be different?

The Big Oops

2011-06-09T14:40:00.001-05:00

By: Kristen Paquet, Account Executive, Leonard & Finco Public Relations, Inc.

Here we go again. Yet another high profile case of a big Twitter oops. By now you have heard of Congressman Anthony Weiner and the compromising photos he sent of himself to several women via Twitter. Oops. Apparently, Weiner thought he was sending direct messages to these women when he was really sending the photos to his entire feed. Oops again.

When the story first broke, Weiner gave more than nine hours worth of interviews denying the photos were sent by him, at times getting upset with members of the media and accusing his Twitter account of being hacked. One more oops.

Then on Monday of this week, Weiner finally came out and admitted what many already suspected. That he had in fact been the one to send the photos of himself to those women.

Why is it that these seemingly smart and intelligent people make such basic and stupid mistakes? Hello? Rule #1 of the Internet: once you put something out in cyberspace it is impossible to completely remove it. Knowing this, why would you risk your career, reputation and your personal relationships over something so stupid? There is even a national public service campaign directed to teens on the staying power of the Internet. Perhaps we need to direct the same campaign to members of congress.

Maybe Weiner really did think he was sending direct messages to those women and not his Twitter feed. But there is yet another issue. Sending an inappropriate photo of yourself electronically is no different because now someone has that image of you to do with what they want. And with networks like Twitter, Facebook and blogs, once it is out, it will only take a matter of moments to go viral.

This is a great reminder of the fact that social media levels the playing field for everyone. It’s kind of like the DMV. No matter who you are – Oprah, Lady Gaga, or Kristen Paquet – everyone has to wait in the long line and deal with grumpy staff at the DMV to renew our driver’s license. To me, social media is the same deal. We all have the same access, the same tools and the same power. A high profile congressman is no different from me when it comes to communicating on social media. It’s all about how smart you are when using it.

What do you think? Can Weiner’s very public oops serve as a lesson to other high profile people – and even those who aren’t – on thinking before we act? Will it make a difference?

Make Your Social Media Communications Effective

2011-06-02T10:13:00.000-05:00

By: Beth Kneisler, Account Executive – Leonard & Finco Public Relations, Inc.

Every business or organization has its own reasons for joining in the social media movement, but there is one common reason to use social media: to effectively communicate with your key audiences. June is Effective Communications Month, the perfect time to assess how effective you are at communicating with your key audiences through social media.

Whatever your main purpose or goal is with social media, the real trick is to communicate in a way that is timely, appropriate and concise; all while not taking up your entire work day. Ask yourself, “Is this something my followers or Facebook ‘likers’ would be interested in, or need to know?” (…and no, your followers will not care what you just had for lunch). Does it get them engaged with our brand? Will this be something they’ll share with others? Once your information passes this test, there are a few rules of thumb to follow to effectively communicate with your social media followers:

• Monitor pages frequently – Log in to your pages a couple times each day to see your activity. There are several services that help people monitor pages and post information efficiently and simultaneously. One service I’ve found helpful is HootSuite.

• Post often but don’t get too carried away – A good rule of thumb is to post three or four times a week. Generally, site activity is slower in the afternoon for sites like Twitter or blogs, so this may be a good time to post. Don’t forget to post on other “off” times such as in the evening and on the weekends.

• Provide a wide variety of content - Make your page content unique. In addition to posting information your audience needs to know such a special sale, post non-commercial advice related to your industry, links to interesting articles, take polls, run contests and share relevant photos. Don’t forget to direct them to unique content on your website or other pages.

• Designate a couple of different page administrators – Elect a couple people that will have access to the page log in information. If you have a Facebook page, consider making them “admins” for your page. But, if you do this, remember, their personal profiles will be representing your business page. An alternative solution is to create a “ghost” profile, which is an empty page giving a staff member the ability to post on your page without having their personal page linked to your business’s page.

• Finally, measure your results. This should go beyond the number of followers or fans (although that’s a good basic measurement). How often are people sharing posts or “re-tweeting?” Is there a dialogue taking place on your page? What are sales like for the product you’ve been promoting? Also, check out how your company website traffic has been. It can be a bit overwhelming, but there are reliable, free online measurement tools that can track stats about your social media accounts.

Social media is an important tool for your on-going PR and communications strategies. If used in a strategic way, these tools can help you grow your brand and business while also generating some great PR!

How effectively have you been communicating with your followers and "likers?" Do you have other ideas about ways to communicate effectively on social media sites? I'd love to hear your thoughts!

New Grad, New Job, 20 Pieces of Good Advice

2011-05-25T10:29:00.000-05:00

By: Susan Finco, President, Leonard & Finco Public Relations, Inc.

A couple of times in recent weeks I’ve been asked for advice by new grads who have been fortunate enough to land a job. Just as they were very nervous about finding a job, now that they’ve actually landed a job, they’re nervous about what to do; fitting in and making the most of the opportunity. I put the question out to my tweeps and fellow Facebookers and got some great responses – which are credited below and combined with some of my thoughts.

So what’s a new grad with a new job to do?

1. Be prepared to work in the trenches and earn your stripes. (Jim Reck).

2. Be on time or be early. Buy a watch and pay attention to it.

3. Be flexible both with your time and ideas. Great futures are always being redefined. (Linda Hansen)

4. Say good morning when you arrive and hello when you see people in the halls. Don’t wait for someone to address you first.

5. Be nice to everyone; support staff, maintenance, temp help. It will pay off one day. (Kathy Andreska Scaffidi)

6. Volunteer to help with company social activities and events. You’ll meet new people and learn new things.

7. Seek out a person who has been in the business for twenty or thirty years and pick their brain! Ask them, "How did you get to where you are?" "What did you do right?" "What did you do wrong?" "What would you do over again?" "What would you do if you knew then what you know now?" Cut the time it will take to climb the ladder of success by talking to someone who has already done it. Learn from their successes as well as their mistakes. (Tom Zalaski)

8. Be enthusiastic. Stay excited! (Bob Borger)

9. Show great respect for senior workers and elders who may not be fresh out of school, may not be technologically savvy, but know life. (Molly Miller).

10. Be open to new experiences and opportunities at work.

11. Continue learning. There is never a day that I don’t learn something from someone that I find interesting, valuable or trivia worthy. (Mary Andreska Dess)

12. Like what you do because you’ll never make as much money as you think you will. (Joe Smrekar)

13. Dress appropriately. Better to dress up than down. How does your boss dress? How does management dress? Take your cues from them.

14. Always have a goal ahead of you, even if it’s going to take years to achieve. (Patti Ritchay)

15. Give credit where credit is due. Don’t take the credit for something you didn’t do.

16. Listen and learn, but don’t be afraid to speak up, ask questions and add your opinion; but do so with respect.

17. Keep confidences. Don’t gossip. Know what business activities are confidential.

18. Ask an experienced person to critique you honestly. Am I dressing properly? Am I communicating with co-workers properly? Do you see areas I could improve my performance? The experienced person will be flattered that you think highly enough of them to seek their advice. (Tom Zalaski)

19. Be able to work on your own, but also learn to work as part of a team.
20. In addition to making a living, leave bandwidth for making a life (Maggie O’Hara Swanke)

And here’s one more bonus piece of advice: Four words you should never say: “It’s not my job.”

What strikes me about all of these pieces of advice is that they really are common sense – at least to those of us who have been in the working world for a while. We need to remember that these things aren’t so obvious to the new grad. Take the time to talk with and mentor new workers at your place of business. You will help them and probably learn a few new things in the process!

So what advice do you have for a new grad with a new job?

At What Point is Public Curiosity too Much?

2011-05-19T12:22:00.001-05:00

By Cole Buergi, Senior Account Executive, Leonard & Finco Public Relations, Inc.

Several “breaking news” stories of late have me asking how much is too much information? Coupled with that question is, “When is enough, enough?”

I’m specifically referring to the killing of Osama bin Laden by United States Navy Seals and the revelation that former California Governor Arnold Schwarzenegger fathered a child with his housekeeper while married to Maria Shriver.

Although completely unrelated in both scale of importance and impact to humanity, both have one thing in common, curiosity seekers wanting to know every last detail and to see photos. Whether it’s a photo of bin Laden’s body or the most recent clamoring by many in the public wanting to see a picture of Schwarzenegger’s child, people are becoming very demanding for wanting every last detail. Equally troubling is the demand for the information immediately and what seems to be a preference for “as it happens.”

There are some strong arguments on both sides of the coin for releasing or keeping private the photos of bin Laden, but now many in the public eagerly want to see Schwarzenegger’s child. Why? He’s a minor that has a right to his privacy and not be hounded by curiosity seekers.

I’m left wondering - is the information frenzy the result of the Internet and social media? Have today’s technologies created a global society that is unsettled unless they get instant and complete gratification for their every desire? Has social media provided too strong a voice for small, fringe groups that are curiosity seekers?

Yes, curiosity seekers have been around since the dawn of time, but has social media allowed them to band together to create a strong enough voice that people are listening?

It’s important to note that I’m a huge fan and active user of social media. It offers useful tools for business as well as staying in touch with friends and family. But like almost every technology, there can be a downside.

Do you agree or disagree? I’m “curious” to know your thoughts.

Could Your Cell Phone Save Your Life?

2011-05-11T09:39:00.001-05:00

By: Angela Raleigh, Account Executive, Leonard & Finco Public Relations, Inc.

I’m sure we’ve all seen emergency alerts on TV or heard one on the radio. But with the recent string of devastating weather, including tornadoes and flooding, it’s not surprising that the Federal Communication Commission (FCC) is expanding its emergency alert notification system to reach more people faster.

The system, developed by the Federal Emergency Management Agency (FEMA), will allow government officials to pass along alerts concerning emergencies via cell phone. The new system, called PLAN, or Personal Localized Alerting Network, is a free service that allows customers with enabled cell phones to receive local text messages about threats in their area. Officials at PLAN verify the alerts and relay the messages to wireless providers, who will then push the information as text messages to cell phone users in the affected area.The service will initially launch in New York and Washington, D.C. by the end of this year and is expected to roll out nationwide in 2012. AT&T, Verizon, Sprint and T-Mobile are all on board to assist and help push the information to their cell phone users when a threat exists.

When I first heard about this, I thought it makes perfect sense. With the number of people who rely on mobile devices for just about everything, having a cell phone warning system that sends an alert to cell phone users in advance of a disaster could potentially prevent casualties and save lives.

This is a step in the right direction of getting pertinent information out quickly about natural disasters. While I think it makes perfect sense, some questions do come to mind: will consumers take advantage of the free information or will they opt out to decrease the amount of information that is sent to their cell phones? Or what about cell phone customers of wireless carriers who aren’t part of the system? I’m sure there will be some bugs to work out, but with time this should be a useful system. Thoughts, comments or other questions that come to mind?

The New World of Breaking News

2011-05-04T15:18:00.000-05:00

By: Scott Stein, Senior Account Executive, Leonard & Finco Public Relations, Inc.

What was your first reaction when you heard the President was going to make a major announcement Sunday night? If you’re like me – and I’m guessing a lot of you are – you immediately turned to Twitter and Facebook to see if you could learn more. And when the first reports came of the demise of Osama bin Laden, the new news world fired up.

With today’s social media tools we want it fast, we want it from several sources and we want it interactive. Reports are that Twitter hit 4,000 TWEETS PER SECOND after President Obama’s speech on Sunday night.

Stacey Higginbotham posted an interesting take on GigaOM late Sunday night discussing the “Seven Stages of News in a Twitter and Facebook Era.” The seven stages – Excitement; Uncertainty; Searching for Validation; Confirmation; Jokes, Profits and Platitudes; Action; and Real Analysis.

No longer do we just sit back and wait for the news to come into our living rooms. We seek it out and it comes at rapid pace from traditional and not-so-traditional sources. Even now, several days after the news broke; we still witness activity in several of the above categories as the story continues to unfold.

On Sunday night, as I watched TV and monitored social media, one of the newspeople made the comment that this is one of the news events that people would remember where they were when the first reports came across. I’m not so sure that I buy that. But I think it’s certainly an event that many American’s will look back on and think about the new world of breaking news and how they learned details of this major story and maybe even added their two cents to the dialogue on Facebook or Twitter.

How did you first learn of bin Laden’s death? What do you think of the way the story unfolded through traditional and social media?

Can You Silence Social Media?

2011-04-28T13:32:00.000-05:00

By: Kristin Rabas, Account Executive, Leonard & Finco Public Relations, Inc.

A good portion of the world has had all eyes on Prince William and his soon-to-be-wife Kate Middleton since their engagement last year. While the wedding is sure to be filled with tradition and history, so will the way the world has to view it. According to the article “Sorry, Social Media Addicts: Tweeting Ban In Effect For The Royal Wedding” released by TIME on April 27, Westminster Abbey will be a “tweet-free zone” during Friday’s ceremony.

According to TIME, it has been arranged that signal-blocking technology will be used to prevent guests of the wedding from tweeting during the ceremony. Personally, I am bummed out! Since I am typically not around a television during the day, I was looking forward to the comments, photos and who knows what else that would be popping up on Twitter during and after the ceremony.

Besides my personal disappointment, I think this “signal-blocking” technology brings up a larger issue. During the riots in Egypt, the earthquake in Japan and many other major events that have taken place throughout the world in the last couple of years, social media has played a huge role in communicating to news sources, family members and more.

With the use of this technology at the Royal Wedding, do you think this could lead to other organizations or even possibly world leaders using the same technology to block instantaneous information from getting out about rebellions, strikes, protests, etc.?

The Inevitable Question from My 9 Year Old

2011-04-20T13:44:00.001-05:00

By Kristen Paquet, Account Executive, Leonard & Finco Public Relations, Inc.

Last night my 9-year-old son said “Mom, Logan wants me to be his friend on Facebook. Can I join Facebook, too?”

It was a question that I knew would eventually come as he got older and more into being with his friends. Even knowing this, I still wasn’t prepared for the question. It’s just like when I got the “Where do babies come from?” question. I had no idea what to say. My mind went racing in a thousand different directions: Okay, Kristen, think. Some of his friends are on Facebook, would it be that bad? I can monitor what he is saying and doing, right? If I show him how to use Facebook, would it be safe? Why doesn’t my husband ever get these questions!??

Hundreds of experts have weighed in on the subject of kids and Facebook and there are even more websites that have parents talking to other parents about what the right age and maturity level is. I’ve read advice that says age 10 is okay while others said not until 17. But all the expert documentation and parent advice in the world is difficult to remember when you are in that moment, just you and your child, with that question.

It’s an important decision to make, really. At this point in my son’s life, is Facebook even necessary? Don’t get me wrong, I like Facebook. I have an account of my own (which I allow my son to view with me and make comments to grandparents and cousins) and it has been a great way to reconnect with old friends. But the only “friends” my 9-year-old needs to keep in touch with are the ones on the playground every day. And, quite frankly, I’d rather he first learn to communicate in person with these friends instead of through a computer screen.

So as I was searching my brain for an answer to my son’s question, it was clear that I knew it all along. “Sorry, buddy. But your dad and I both agree that nine is too young for a Facebook account.” And it was as simple as that. Not that my son was happy with my answer, but after a longer discussion, he understood where I was coming from.

Do you think there is a “right” age for kids to be on Facebook? Or does it depend on the maturity level of the child? The decision I made is what was best for my family. What works best for yours?

Think Social Media isn’t a Big Deal? Some Would Literally be Lost Without it!

2011-04-13T15:37:00.000-05:00

By: Beth Kneisler, Account Executive, Leonard & Finco Public Relations

While many people jumped on the social media bandwagon right away, others have been slower to join the movement. Some have been hesitant due to privacy concerns, some don’t know how they’d squeeze one more thing into their days and others simply don’t see its value.

Social media sites such as Twitter, Facebook and YouTube were primarily created for socializing and information sharing. So, here in fact lies the reason why some don’t find it necessary. If it’s just for chatting with friends and co-workers, pick up the phone or go to their office, right?! While social media were viewed at first as socializing websites, they now have a new purpose that no one could have ever dreamed about less than half a decade ago.

These social media sites have become important communication tools during disasters and are actually helping to save lives! A recent article in the USA Today outlined the different ways social media helped during Japan’s crisis. One example the article highlighted was when a U.S. ambassador “Tweeted” about several patients needing to be transferred out of a hospital that was near a troubled nuclear power plant. After only an hour of dialogue via the social media site, the ambassador was told the patients would be evacuated by Japan’s Ground Self-Defense Forces.

This is just one of the many examples how social media has literally saved lives. Social media sites have also been instrumental in other disasters such as the BP oil spill and after the earthquakes in Haiti, Chili and New Zealand.

While some remain hesitant about social media sites, the Marine Corps and Coast Guard are now using the platforms during relief efforts. The USA Today article did point out that one of the biggest challenges, however, is to get officials acting on information from non-official sources, a.k.a us! But, I have no doubt this too will come with time.

So, for all you non-“tweeters” and “Facebookers,” hopefully this article helped to shine some light on the possibilities of social media.

Can you think of other situations, either in your own life or during a large natural disaster, where social media was a key player in helping to make a positive difference? What do you think social media has the potential to do for us in the future?

How Much Time Do You Spend on Social Media?

2011-04-07T09:42:00.000-05:00

By: Susan Finco, President, Leonard & Finco Public Relations, Inc.

Now there’s a question I’m asked at least several times a week; especially from those not in the communications business. What they’re really asking is: “How do you find the time to do all that social media stuff?” And that first question is usually followed by: “I know I should be using it more for business, but I just don’t get how it can help our PR and marketing efforts.”

For someone who hasn’t used much social media, the idea of actually using it can be daunting. Telling them to just jump in and “do it” doesn’t cut it. They’re looking for a bit more concrete advice and information. I view it as an educational opportunity; not just to talk about what we do here at L&F, but to also give them some advice on how to get started.

A little prodding about how they use the internet, and their cell phones, at work or home gives me a pretty good indication as to whether or not they’re actually using social media and how they’re using it (i.e. having a Facebook account or posting reviews on a site such as TripAdvisor.com) or if they are totally out of the loop. Then we can discuss how to leverage some of the platforms / outlets to their advantage.

But still…they inevitably come back to the question about how much time I spend on social media. As someone in an industry that uses social media a lot, from both a client and company perspective, I try not to answer that question because it just scares them off! (And to some, justifies their fears that social media will consume their life.) What I do, is discuss the importance of starting small, using only those platforms best suited to help them achieve their PR / marketing goals and then learning about tools that can make their social media life easier and more efficient.

So how do you answer the question: How much time do you spend on social media? (And by the way, I spend a lot of my day on social media because it’s something I believe in and something we do for many of our clients.)

QR Codes are Pretty Cool

2011-03-30T11:54:00.000-05:00

By: Senior Account Executive, Cole Buergi

Quick Response codes, dubbed QR codes, are popping up everywhere and are the latest, fast moving trend for marketers to share information about a product, business or individual.

QR codes have been around for a few years but are skyrocketing in use due to the growing popularity of smart phones, the most convenient tool for people to quickly and easily scan the code.

Not sure what I’m talking about or you're feeling this is too techie for you? Well, I’m sure you’ve seen them. They are popping up everywhere in print ads, in many stores and even on packaging labels.

QR codes look like this:

Yes, this QR code represents me, or at least my contact information. I’m still trying to adjust my ego in regards to being reduced down to a funky looking postage stamp but the uses for this technology are nearly limitless and creating one for yourself, your business or product is simple.

The best part, put a QR code on your business card, packaging or anywhere else the public will see it and you have a direct link back to you, your business or product information.

How easy is it really? Using a smart phone, you simply download your choice of several free QR barcode reader aps. Then you literally take a picture of the image with your smart phone and it launches you to information or a website designated for that code. It really is that simple.

Like I said, pretty cool huh?

I’m curious to learn what creative applications you may be using a QR Code for. Share your thoughts or tell me what you like best about this technology.

Oh yeah, in case you want to check out the Leonard and Finco website, here it is:

Social Media Slam Dunk

2011-03-23T11:35:00.000-05:00

By: Angela Raleigh, Account Executive, Leonard & Finco Public Relations, Inc.

Internet TV, mobile apps, and social media…March Madness is fully underway and this year’s basketball tournament is more connected than ever. The NCAA took advantage of a great PR opportunity by providing sports fanatics and viewers with multiple ways to engage and watch every game possible no matter where they may happen to be, making March Madness more high tech than ever.

As with TV shows, viewers can now watch any March Madness tournament game live online with March Madness On Demand. Can we say second game screen? I am sure many basketball lovers will be connecting to Internet TV as way to watch more than one game at once.

But not only can viewers watch any game live and streamed right to their computers, they can watch games from an iPhone, iPod Touch and iPad. By downloading the March Madness On Demand apps viewers can watch every game of the tournament.

Where would March Madness be without a Facebook page? No need to wonder. The NCAA has a Facebook page dedicated exclusively to March Madness. With 189,735 current “Likes” the page shows locations and dates of games, provides history on the tournament, photos, opportunity to order tickets and a quick guide for anyone planning on going to the Final Four.

The NCAA also has a Twitter account for March Madness, @marchmadness with more than 17,527 current followers. Two of the top hash tags to use are #NCAA and #MarchMadness. Fans are sharing on Twitter by rooting for their favorite teams and sport reporters are providing play by play updates.

This year’s March Madness has proven to be one where you don’t have to sit in front of a TV and watch the actual basketball games to get the scoop on the teams that are making their way to the Final Four. By connecting via social media people can get the latest updates on the entire tournament and root for their favorite teams with the click of a button.

This is yet another example of the pivotal role of social media and its ability to help people stay connected. How are you watching the tournament and staying connected this year?

No Escaping the News

2011-03-17T08:36:00.000-05:00

By: Scott Stein, Senior Account Executive, Leonard & Finco Public Relations, Inc.

As a former news reporter, I’ve spent a lot of time thinking about the major news stories that have recently been grabbing headlines and taking over social media. On one day alone we saw the devastation caused by the earthquake and tsunami in Japan, Gov. Walker signing the Budget Repair Bill in Wisconsin and the NFL owners moving ahead with a lockout as the players union moved to sue the NFL.

The video from Japan has been heartbreaking. With today’s 24/7 news cycles, social media and technology, we immediately saw the terrible impact of the natural disaster with waves picking up automobiles, crumbling buildings and destroying lives right before our eyes. Add to that the still ever-changing developments with the Fukushima Daiichi nuclear power plant and it’s difficult to imagine how parts of Japan will ever recover.

Closer to home, the discourse in Madison continued to grab headlines and draw thousands to the State Capitol weeks after Gov. Walker introduced his Budget Repair Bill. No matter where you stand on the issue, it has been a troubling month for the State of Wisconsin and its citizens and one has to wonder about the long-term impact of the crippling divide of our legislature and our citizens.

When it comes to the NFL, I’m sure some will utter the usual…“It’s only a game.” In some communities that may be true. But in Green Bay, Wisconsin it’s far more than a game. The NFL and the Green Bay packers are big players in the local economy. Yes, it can be difficult to watch the squabbling between billionaire owners and millionaire players, but the impact of a prolonged lockout would be significant for many businesses and individuals in our area. Let’s hope there’s football to talk about when training camp is scheduled to open in late July.

With all of that depressing news hitting last weekend, part of me wanted to leave the newspaper on the porch, turn off the computer to avoid Facebook and Twitter and steer clear of news updates on TV and radio. Escaping to the rink to watch the St. Norbert hockey team earn a berth in the Division III Frozen Four provided a bit of a break, but I was quickly drawn back to these major news items, especially the developments in Japan.

Do you ever find yourself thinking about avoiding the constant onslaught of news? Is that even possible given the continuous barrage of news from so many sources today? Let me know what you think.

Social Media Genius?

2011-03-10T12:08:00.000-06:00

By: Kristin Rabas, Account Executive, Leonard & Finco Public Relations, Inc.

What can be said about Charlie Sheen? From movie and television star to recovering addict to unemployed “winner,” Sheen has been in the public eye and has not been shy about sharing his true feelings as he goes through life.

Even years ago there would be news stories about Sheen’s wild behavior or trips to rehab and I always thought that the negative publicity would hurt his career. As it seems now, many would agree with me, including the “Two and a Half Men” executives, who recently cancelled production of the sitcom’s remaining episodes due to Sheen’s recent behavior and then fired him from the show.

However, much to my surprise, the whole Sheen situation has been like a car accident you can’t look away from. He’s done interview after interview after interview talking trash about a variety of people and in some cases sounds a little insane. Nonetheless, it seems like people are liking it or are so infatuated with the wonder of what he’ll say next that they can’t turn away. Either way, Sheen is everywhere.

While it may be difficult for Sheen to get back into the acting world anytime soon, he has jumped into the world of social media head first, telling TMZ that it’s “a cash cow.” Sheen joined Twitter, with a quickly verified account, on March 1. Less than 26 hours later, Sheen had more than one million followers. In less than 10 days, his followers were up to 2.6 million. With this kind of following, the possibilities are endless.

It will be interesting to see how this saga continues to unfold. What I’m curious to know is, after all the hype dies down and there’s another celebrity making headlines, will Sheen be able to capitalize on his instant social media success? Or do you think once the hype is over, everyone will move on to the next big thing and all the attention will be for nothing? Will Charlie Sheen be a social media genius?

Follow me on Twitter: @krabas

#Oscarsfail

2011-03-02T13:59:00.000-06:00

By: Kristen Paquet, Account Executive, Leonard & Finco Public Relations, Inc.

I realize that I wrote about the Oscars around this time last year and I was going to pick another topic for this week’s post. But then I went on Twitter and checked out #oscarsfail and instantly changed my mind.

Like many people out there, I watched the Oscars and agreed with most of the Twitter comments - it was a big yawn. Hosts Anne Hathaway and James Franco were just bad and there weren’t any big award upsets. The show was very predictable which also made it very boring. But then I came upon a tweet under #oscarsfail that said:

“In the future, live show producers should have contingency plans to make on-the-fly changes when social media chatter shows trainwrecks.”

That got me thinking – would a show – the most important, revered and glorified show in the entire movie industry, one that is watched in 200 countries around the world, really adapt itself based on Tweets from folks like you and me during the actual show? Talk about powerful.

Case in point: It seems like Hathaway and Franco didn’t stand a chance after the first five minutes into the show. The Tweets started rolling in – and they weren’t nice. In fact, the only real positive comments came when Billy Crystal made a guest appearance and received a standing ovation. So implementing the theory of changing the show based on Twitter comments, at that point, Hathaway and Franco should have been out and Crystal should have taken over.

Granted, that is a bit of an extreme example, but how far off the mark is the concept? Social media continues to be a powerful tool. We use it to promote ourselves, a product (or pan one), connect with friends and make new ones, and share our views on the world. It is social after all. To say that Twitter could one day have some direct input over the direction of a live show, Oscars or otherwise, doesn’t seem to be that far of a stretch.

And if you still don’t think that Twitter has the influence, you might want to consider this: The Oscars have been hyped for months and probably took even longer to put together, the cost being in the millions. But it only took about five minutes before the entire show was totally tanked by thousands on Twitter. Mostly by people like me who fancy themselves a critic. But as one real critic posted:

“The worst Oscar cast I’ve seen, and I go back awhile. Some great winners, a nice distribution of awards, but the show? Dead. In. The. Water.” ~ Roger Ebert.

Ouch.

So does Twitter (or any other social media network) have the influence to drive something like a live television program? Or should user comments be left just as they are?

What Makes a Social Media Promotion Work?

2011-02-23T11:07:00.000-06:00

By Beth Kneisler, Account Executive, Leonard & Finco Public Relations, Inc.

“Is social media applicable for my industry?”

“Is it worth the time and effort?”

“How can I tell if what I’m doing is paying off?”

While most businesses have jumped on the “social media train,” we still hear questions like these frequently from clients and non-clients here at L&F. But it’s to be expected. Take a look at any business’ social media strategy and I’m willing to bet, no two are identical. Your business goals and what you want to achieve through social media will determine which social media vehicle to use or which ones to avoid.

Since there’s no “one-size-fits-all” option when it comes to social media, how do you decide where to start and how to be successful at what you’re doing? I recently came across one business that is doing a remarkable job with social media; Fox World Travel.

Fox World Travel recently began a promotion asking people to enter to win a three night trip to the Riviera Maya. The promotion is highlighted on the Fox World Travel website and it’s cross-promoted on Facebook, FLICKR, YouTube, Twitter and its blog. Participants can also enter in the numbers that appear next to Fox World Travel’s “Foxxy Little Traveler” for additional entries.

Fox World Travel is doing everything right when it comes to having a successful social media campaign. The promotion is:

Engaging – Site viewers are engaged by having something to participate in. Interest continues to build because participants can increase their chances of winning by entering in codes that they find on Fox World Travel’s Facebook page, blog, FLICKR and YouTube.
Cross-promoted – The contest is not only being promoted on the Fox World Travel website, but there are also links to Twitter, Facebook, YouTube, FLICKR and its blog. Then, people can link back to the website through the other social media. More people are also driven to the other social media pages through the “Foxxy Little Traveler” contest.
Exclusive – People who are engaged in social media love exclusivity, so whenever they get a deal or better offer than those not on social media, they love it! In this particular promotion, Fox World Travel gives their social media fans extra chances to enter for the trip.
Able to be tracked – A big part in any social media campaign is to be able to track the success rate. To have a chance to win Fox World Travel’s vacation, you have to fill out a short entry form. The number of people who have entered can easily be tracked, as can the number of participants who enter in extra chances to win through the photo contest.

I don’t know about you, but this promotion has won my vote! I’m going to enter for a chance to win a trip to Mexico!

How do your social media promotions look? Do they have these characteristics? Have you seen other examples of great social media campaigns lately?

The True Power of Social Media on Full Display in Egypt

2011-02-09T15:15:00.000-06:00

By Cole Buergi, Senior Account Executive, Leonard & Finco Public Relations, Inc.

If there is anyone still uncertain about social media’s power to drive public opinion, all you need to do is turn on your television set and watch the top story of any newscast. Yes, I’m referring to the events in Egypt and the mass government protest by its citizens.

For the past several weeks, thousands of protestors have lined the streets of Cairo demanding the immediate removal of its current president and a complete overhaul of Egypt’s government. The country’s unrest began with the creation of a Facebook page showing photos of Khaled Said’s body in the morgue. Said was a young Egyptian businessman that was beaten to death by police officers because he allegedly possessed evidence of police corruption. This was in stark contrast to YouTube videos, taken before the beating, of a vibrant Said. The brutal killing enraged many Egyptians.

The result was tens of thousands of people quickly using that Facebook page to share information and their opinions about the case. The page is now the largest site for dissidents with more than 473,000 users according to the New York Times' February 5th story, “Movement Began with Outrage and a Facebook Page That Gave It an Outlet.”

Although the events leading up to the creation of the Facebook page are gruesome, what’s fascinating is that the upheaval is not being led by one single person with a large group of dedicated followers overseeing efforts to coordinate protestors and convey messaging. Instead, the dissemination of information is decentralized with social media providing a forum for anyone who wants to speak up. Essentially, no single person has been designated the leader.

Couple that with the speed in which information is shared and you have both the Egyptian government as well as our own American government struggling to stay informed and also struggling to determine the best course of action to respond as events on the ground in Cairo change hourly. At most times, the protestors were staying not just one, but two to three steps ahead of the governments.

We are witnessing history in the making as social media is front and center as a tool to coordinate and inform the masses. Yes, we’ve seen social media create hype about an event, or create a fever buzz about some new product or service, but the happenings in Egypt really demonstrate the true capabilities of social media and its profound impact on the world today and in the future. I can guarantee the way in which social media is being used by Egypt’s protestors will become a case study in universities around the world.

Do you agree? Do you think there is an element of danger with social media being the driving force of change when there is no leader? Share your thoughts.

Social Media Success Case Study – Or Is It?

2011-02-02T09:16:00.000-06:00

By: Angela Raleigh, Account Executive, Leonard & Finco Public Relations, Inc.

I’m sure we’ve all heard the phrase, “Where’s Waldo?” and maybe even searched for Waldo at some point in our lives.

This past weekend, the Dallas Convention and Visitors Bureau (CVB) took the “Where’s Waldo?” concept and brought it to life. They staged “mystery men” in both Green Bay and Pittsburgh to give away one trip in each city to Super Bowl XLV.

The rules were simple – the mystery man would wander the streets between the hours of 9 a.m. and 7 p.m. on Friday, January 28 through Sunday, January 30 until he was found. Clues were given daily on the Dallas CVB’s Facebook and Twitter pages about each mystery man’s whereabouts. In order to win, contestants had to locate and approach the mystery man and say the secret phrase, which was posted on the Dallas CVB’s Facebook page. The contest had plenty of green and gold fans running around Green Bay asking, “Have you been to Dallas lately?” It created an incredible amount of buzz both online and off line. In fact, the CVB’s “Visit Dallas” Facebook page acquired more than 9,400 “likes” in a matter of days and the “DallasSBHunt” Twitter account had more than 1,900 followers! Now that’s impressive.

So who won the package? A homeless couple from a nearby shelter uttered the phrase to the correct person in downtown Green Bay on Saturday afternoon. They won a prize package that included two tickets to Super Bowl XLV, NFL Experience passes, hotel accommodations for four nights and $500 towards travel expenses. After finding out that the winning couple was homeless, the Dallas CVB upped the ante and agreed to cover all of the couple’s travel expenses. I don’t think the addition to the giveaway was in the Dallas CVB’s original plan, but they adjusted to the situation in order to make sure they could get the winners to the big game. Local media interviewed the couple numerous times and the situation caused a bit of debate and discussion online and in the community.

This is a prime example of why companies need to be prepared for any situation that might occur when they run a contest. It also demonstrates how social media, while an effective way for companies to interact with current and prospective clients, can turn out vastly different than originally anticipated. Going forward, you can bet this will be discussed in PR groups as how to handle situations that no one would have expected. This was a brilliant use of social media, but was it successful?

If you were a part of the Dallas CVB contest development team, would you have suggested anything different for the contest?

I Think I’m Spacing Out

2011-01-27T07:49:00.000-06:00

By: Scott Stein, Senior Account Executive, Leonard & Finco Public Relations, Inc.

The last few days have been quite a roller coaster ride. First, our beloved Packers beat the dreaded Bears to earn a trip to the Super Bowl…then two days later I learn that I’m only supposed to use one space after my sentences. Apparently long after I was taught that two spaces should be used, the powers that be decided that one space is sufficient.

This is particularly disturbing since I mentor my younger co-workers. And this revelation also comes after the AP Stylebook people decided just last year that Web site should now be website and e-mail should be email. How many grammar / style changes can a guy adjust to, particularly a veteran writer like me.

I learned of the “one space, not two” situation through Eileen’s Blog, which describes the writer as “The Accidental Oregonian.” Eileen, too, was shocked to learn that there had been a change in the spacing requirements, even telling one editor that he was wrong. She went to the AP Stylebook, just as I did yesterday, where it was confirmed that we were wrong by insisting on using two spaces after a period. It’s right there on page 372 of the AP Stylebook Punctuation Guide…“Use a single space after a period at the end of a sentence.”

To those who read the news releases I draft, my posts on Facebook, my Tweets, or other ramblings, please be patient. It could take some time for me to adjust to hitting the space bar once instead of twice after each sentence. To my co-workers, please watch my spacing habits closely. Some changes are more difficult than others; this one’s going to be tough.

I can’t be the only one who didn’t know that two spaces after a sentence was outdated. Are you a one space or two space person? Let me know.

The Importance of Social Media Monitoring

2011-01-19T15:06:00.000-06:00

By: Kristin Rabas, Account Executive, Leonard & Finco Public Relations

If you’re active on social media or have watched the Wisconsin news, you’ve probably seen the instant backlash that took place against Aaron Rodgers after seemingly snubbing a breast cancer survivor at the airport as the team prepared to leave for Atlanta last week.

When the story that included the video of the snubbing was posted online it quickly went viral with bloggers, newscasts, Twitter and Facebook posts, YouTube and more all having something (mostly negative) to say about Rodgers’ personality and demeanor. To make Aaron look even worse, the video also showed Clay Matthews personally approaching the woman, Jan Cavanaugh, chatting with her and signing her jersey.

However, during a follow up report with Jan Cavanaugh, it was found that she frequently visits the airport when the Packers leave for away games and had her pink Packers jersey signed by Aaron Rodgers the week before. All in all it seems like the alleged snubbing was just a big misunderstanding, but you still have to wonder if this has damaged Aaron Rodgers’ image.

This example reinforces the importance of monitoring social media networks whether or not you or your business has social media accounts. With the emergence of social media, just about anyone has the ability to have information at their fingertips 24 / 7 and it’s important that any business knows what people are saying about them. Since Aaron Rodgers took over for Brett Favre, he has been praised by the Green Bay community. Without any other instances, this one video had everyone reevaluating their opinions of him. Fortunately, Jan Cavanaugh spoke out and cleared up the misunderstanding; but it shows what kind of impact one video can have.

Have your opinions about a person, brand or company ever been swayed by something you saw on social media?

Ted Williams’ Voice – Too Much Too Soon?

2011-01-13T11:28:00.000-06:00

By Kristen Paquet, Account Executive, Leonard & Finco Public Relations, Inc.

Unless you have been living under a rock for the past several days, you have heard the voice of Ted Williams. About a week ago, Ted was homeless, panhandling on the streets of Ohio until a reporter recorded a video of Ted - and his “golden voice” as it is now called – and put it on the Internet.

The video became a huge viral sensation and literally shot Williams into stardom. One day, he was a homeless man struggling with addiction and the next day he was a household name, and had too many job offers to handle. In a matter of days he was on just about every news station and entertainment show and even did a voice over for a Mac n’ Cheese commercial.

And then reality set in.

Williams announced yesterday that he was heading into rehab. A spokesperson for Williams stated that he needed time to decompress, rest and get the help he needs. It was also revealed that Williams had not been sober for two years, as previously claimed. He had fallen off the wagon on several occasions and was still struggling to overcome his addiction to alcohol and drugs.

I can’t even begin to imagine what someone goes through when dealing with the stress and difficulty of an addiction. Add the weight of the entire country watching your every move and it seems like the chances of succeeding would be pretty slim. Everyone says they wish Williams the best; that they want to see him succeed, but have we set him up to fail?

I am one of those people who are cautiously optimistic on how everything will turn out. It would be great to see Williams turn his life around and do well. He was on such a fast track – hopefully the time to reflect on himself and coping with his personal issues will help him make wise decisions about his career.

What do you think? Was the fame and fortune Williams received too much too soon? Could things have been handled differently by the media?

Make Your PR Resolution for 2011

2010-12-29T08:19:00.001-06:00

By: Cole Buergi, Senior Account Executive, Leonard & Finco Public Relations

When setting your New Year’s resolutions for 2011, be sure to include developing a PR / Marketing plan for your business. Many businesses owners don’t take the time to establish a formal plan to promote their business which can result in missed opportunities to reach consumers, directly translating into lost revenue.

It can take a little effort but now is a great time of year to determine how you want to accomplish your business goals. Many businesses tend to be slow between Christmas and the New Year so why not take this time to plan for next year.

When developing your plan, consider the following:

• What are the goals you want to accomplish?

• What do you know about my industry and what research can you do to learn more?

• What tools are available to accomplish these goals?

• How do you successfully incorporate social media (i.e. Facebook, Twitter, FourSquare, etc…) into your efforts?

• Who will implement the tactics and track their success?

Don’t forget to get your employees involved in the planning process. It helps build support and buy-in and broadens the process for generating new strategies and tactics.

Also, make it fun for everyone. This is a time for creativity and the free exchange of ideas. Some of the most off-the-wall ideas can lead to an idea that works perfectly.

So for the coming year, add creating a PR / Marketing plan to your promises for 2011. And, just like your resolution to exercise more or quit a bad habit, if you stick to it, you will be rewarded.

What are some of your business resolutions? How are you getting your employees involved?

Cookie Cutter PR…Is There Such a Thing?

2010-12-22T13:54:00.003-06:00

By: Angela Raleigh, Account Executive, Leonard & Finco Public Relations, Inc.

To make a long answer short, no. There are numerous reasons why the answer to the question in the title is no, but the main reason is that not all companies are the same. In the fast paced PR industry, things are constantly changing and we have to accommodate those changes in our daily work.

In order to develop a successful PR plan, you must tailor it to your client, the client’s target market and the client’s goals. So how do you go about doing so?

First, do your research. This is a vital step in PR planning because it plays a role in the planning process that affects future success. Understand your client’s goals and then research ways to achieve those goals.

Second, develop strategies and tactics to meet your client’s goals and incorporate them into a PR plan. It’s important to be realistic in developing a list of activities that will lead to the desired result so that you are setting out to achieve what can be accomplished. The PR plan will help everyone understand what is to be accomplished and who will be responsible for each activity.

Lastly, keep things fresh and be flexible. As we all know, the PR industry, target markets, and the economy can all change causing a need for adjustments. Therefore, there is no guarantee that strategies and tactics that were successful in the past will be in the present or future. Additionally, plans that work for one client may not work for another. Be sure to create a workable PR plan that can be tailored depending on the current market conditions in order to achieve the desired result.

The important thing to remember is that there is no magic in PR. It’s about being consistent and persistent in following a plan and knowing how to reach the target market so information can be communicated in a timely manner.

What other elements do you believe are important in developing a successful PR plan for your clients? What unique aspects have you built into PR plans?

Do you Remember to Say “Please” and “Thank You?”

2010-12-15T09:30:00.000-06:00

By: Scott Stein, Senior Account Executive, Leonard & Finco Public Relations

It’s been a few weeks since Thanksgiving when many of us think about all we have to be thankful for. And during the month of December, the Fox Cities Chamber of Commerce is meeting with all of its members just to say thank you. Those two items and a personal observation that fewer people today seem to use the words “please,” “thank you,” and “you’re welcome” prompted me to think about civility.

What I found is that a lot of other people are thinking about the same thing, some even pondering…“Is civility dead?”

The Merriam-Webster online dictionary defines civility as civilized conduct; courtesy; politeness. Most probably just think of it as good manners.

Temple University professor Frank Farley says there have been a number of factors – the economy, the Internet among them – that have led to a decline in civility. Farley says the anonymity of the Internet is an important factor; as people let things all hang out (just take a look at some of the reader responses after a news story posted online). The economy also has many people frustrated about their own situation or how others are affected leading to more people willing to speak out forcefully.

Not everybody is just sitting by on this subject and wondering where things will lead. Tom Changnon, superintendent of the Stanislaus County School District in California, just recently launched a “Choose Civility” campaign.

Changnon told the Modesto Bee…“Quality life depends in great part on how community members treat each other. This initiative will promote the importance of civility in a world becoming increasingly less civil and encourage community members to choose positive and respectful behaviors in their personal and work lives.”

The newspaper also cites surveys that indicate that two-thirds of Americans believe that our society has become less civil, and seven out of 10 believe the problem has gotten worse in recent years.

So what can we do to be more civil? P.M. Forni, a professor at Johns Hopkins University and author of “Choosing Civility: The 25 Rules of Considerate Conduct” offers a few suggestions…

• Lower your voice when it may bother others

• Welcome a new neighbor

• Respect those different than us

• Properly dispose of trash left by someone else

• Acknowledge mistakes

• Don’t participate in malicious gossip

• Don’t run red lights

• Disagree with poise

• Say “please” and “thank you”

And the list goes on.

What do you think? Is civility dying? Is the Midwest more civil than elsewhere?

L&F Receives 16 Awards from PRSA-NEW

2010-12-09T16:19:00.000-06:00

L&F are very honored to have recently received sixteen "Premier Awards" from the Public Relations Society of America (PRSA) - Northeast Wisconsin Chapter. We recieved the awards for our work in six categories, including: integrated communications, issue communication, media relations, press kits, newsletters and special events.
Our awards included:

• Three “PRemier Entry in Category Awards” for:

- LibertasTreatment Centers (media relations)

- Bellin Health’s Advance Care Planning (integrated communications)

- TransCanada’s Bison Pipeline Project (issue communication)

• Three “PRemier Awards of Excellence” for:

- Burger Fest (media relations)

- Sanimax Community Outreach (issue communication)

- School Name & Logo Issue (issue communication)

• 10 “PRemier Awards of Merit” for:

- Bay Beach Wildlife Sanctuary (media relations)

- Bellin Health’s Make the Right Call Campaign (integrated communications)

- California Association of Business Brokers (media relations)

- Green Bay Converting’s Ever-Green™ and Spray & Dry™ Product Rollout (media relations)

- Fox River Cleanup Project (issue communications)

- Green Bay Packers Lambeau Field Atrium (media relations)

- Leonard & Finco’s PRactical PR (newsletter)

- LZ Lambeau Media Kit (media relations / press kits)

- Pioneer Credit Union (integrated communications)

- The Salvation Army – Season of Hope (special events)

PRSA-NEW’s “PRemier Awards” recognize the exceptional practice of public relations by professionals throughout Northeast Wisconsin. Award submissions were judged by the Madison, WI chapter of PRSA. Entries were evaluated against an established standard based on the primary tenants of public relations, as well as creativity and efficient use of budget.

We extend our congratulations to other award winners, including the Grand Award entry from Schneider National and winning entries from Integrys Energy Group, Experimental Aircraft Association (EAA), Jewelers Mutual Insurance Company, Write Image, LCC and ThedaCare.

What’s the Fuss All About?

2010-12-08T09:02:00.000-06:00

By Cole Buergi, Senior Account Executive, Leonard & Finco Public Relations

Unless you’ve unplugged yourself from the media in the past few weeks, I’m sure you’ve heard about the complaints from airline travelers about the new Transportation Safety Administration (TSA) protocol on scanning and pat downs. Some travelers feel the new full body scanning machine is too intrusive and takes too detailed a scan of the human body. Their fear is that the scans will end up on the Internet. The option of having a body pat down isn’t any better. Some say the pat down search is intrusive and a violation of their personal rights.

To those individuals who oppose these security measures, I say find an alternative way to travel. I travel frequently and, although I’m not a big fan of the pat down or the body scan, the safety of myself, my fellow passengers and the potential targets on the ground, far outweighs the few moments of an uncomfortable search by TSA. In addition, the pat downs I’ve personally experienced, and witnessed other passengers experience, are very respectful and professional.

In chatting with TSA agents, they’ve explained that they are just as uncomfortable as the traveler with having to perform a pat down. I actually feel bad for the harassment the agents have to go through by travelers who freely choose to fly yet are against the pat down and raise a stink when they experience it.

From my perspective, what TSA gets a failing grade on is not informing the public in advance about the new security measures before implementing them. I believe that’s why people were so upset about it; they had no idea it was going to happen until they were standing in the line. Next time, give the traveler forewarning. Then they can make an informed choice. If they don’t want a scan or pat down, then they can choose not to fly and seek some alternative form of transportation.

For me, security isn’t a problem. I’m usually more worried about whether or not my bag will make it to my destination at the same time I do!

What are your feelings towards the body scan or pat down? What alternative solutions do you think would work as well yet be less intrusive?

5 Things that Make A Great Client

2010-12-01T08:57:00.000-06:00

By: Susan Finco, President, Leonard & Finco Public Relations, Inc.

We were having a discussion the other day about favorite clients. You know, the ones you’ll jump through hoops for, drop everything for and will generally go to war with? OK, OK, I know that as an agency leader I should say that ALL clients are favorite clients. The reality is…some are better than others and I’m not talking about how much a client is spending with us. So what makes a client, a great client? Here are my top five:

5.) They set realistic deadlines. If you want our best work, we can’t give you a full blown social media proposal overnight. It’s important we understand what you’re hoping to accomplish, who your target markets are, etc. Yes, we can do things quickly and will gladly do so when it’s important but everything shouldn’t be a crisis.

4.) They pay on time. Everyone likes getting a paycheck. It’s tough to meet payroll if your clients aren’t paying in a timely manner.

3.) They’re upbeat. Let’s face it, we all prefer working with people who are genuinely nice. There’s never a need to be nasty, snarky or downright abusive toward the agency people you work with. If you think your agency is that bad, then maybe you need a new agency!

2.) They’re responsive. It’s pretty hard to get anything accomplished if a client isn’t giving you feedback or signing off on work.

1.) They view our relationship as a partnership. Success doesn’t occur in a vacuum. If a client is involved from start to finish, without being overbearing, it’s much easier to be successful. We are respectful of our clients’ expertise, and hope they are respectful of what we do as well. That’s why a partnership approach works best.

What other things make a client, a GREAT client? And, while you’re thinking, what things make an agency GREAT to work with? Love to hear your feedback.

A Royal Wedding

2010-11-24T10:07:00.000-06:00

By: Kristen Paquet, Account Executive, Leonard & Finco Public Relations

The pending nuptials of the UK’s Prince William to Kate Middleton have caused quite a stir not only in Britain, but across the world thanks to social media. According to the Huffington Post, the engagement everyone had been anticipating was first announced through a Twitter post. How did the British Monarchy respond to the news? They sent a tweet right back.

Obviously, with a royal wedding you would anticipate a huge fan fare – the Prime Minister is even urging a parliamentary committee to declare the date a public holiday. But this is a whole different game when it comes to the technology we have at our fingertips today.

When William’s mother, Diana walked down the aisle, although it was broadcast for the world to see, there wasn’t anyone blogging about it during the ceremony or sending out a tweet about the dress or taking a photo of the crowd outside the church with their camera phone and posting it online in a matter of moments. But they will be now.

The date and location of the wedding, the dress Kate selects, and everything in between will undoubtedly be posted around the world in some way for everyone to re-tweet, ‘like’ (or not) and comment on. And with the date now locked in for late April, there will be plenty of time to pore over every blissful detail using the power of social media. So get ready because I don’t know if anyone is going to be able to escape it.

Will you be watching the royal wedding – and everything that leads up to it - or do you think you will have William and Kate overload by the time the big day arrives?

Food for Thought: Today’s News NEVER Dies

2010-11-18T09:43:00.000-06:00

By: Beth Kneisler, Account Executive, Leonard & Finco Public Relations, Inc.

While we all know that the media world is changing, you might not realize just how much it has changed. Case in point: the news never dies; it lives on in cyberspace. It used to be that broadcast news was aired and quickly faded away and we’d toss out or recycle our newspapers. Now, thanks to the Internet, news can, and does, resurface years later.

That fact was recently driven home at our office. A man from the New Orleans area contacted one of my co-workers to ask where he could buy “Curly Leaf” spinach. This, of course, struck us as a rather odd question since we don’t have any affiliation with spinach.

The man went on to explain that he had done a web search for Curly Leaf spinach and came across my co-worker’s name on a news release from September 23, 2006. (You may remember a big spinach recall that occurred at that time. L&F worked with “Curly Leaf,” or Savoy spinach, producers and growers, whose spinach was safe to eat, but got lumped in with the type of spinach that was being recalled.) The New Orleans man loves “Curly Leaf” spinach, but hasn’t been able to find it near his home and was making some calls following his Internet search.

While we didn’t know the answer to his question, we did know the right people to call about it and were happy to help him out. The real life lesson here – remember that the news NEVER dies, no matter if it’s good or bad. Obviously if it’s positive news, it’s good that your news resurfaces now and again. But if there is negative news floating around about you or your business, it could come back to haunt you. Be sure you’re continuously monitoring the web to find out what is being said about your business. If there’s a negative post, reach out to the person who posted the information to see if you can resolve the situation or misinformation. Remember, image is everything and it can, and does, make or break companies.

Do you have any examples of how “old” news has resurfaced? Do you have other suggestions on how companies can keep news about themselves positive? I’d love to hear your thoughts!

The Media Won’t Cover My Story – Why?

2010-11-10T08:11:00.001-06:00

By: Susan Finco, President, Leonard & Finco Public Relations, Inc.

Every now and then, we’re contacted by someone who is frustrated by their inability to generate media coverage. Oftentimes they are at a point where they realize they need professional expertise to get their story told. But sometimes they’re simply looking to us to “fix it.” Their first question usually is: “Why won’t the media cover our stories?” As someone who was a journalist in a former life, and as someone who now makes a living (in part) through media relations, the answer generally falls into one or more of these answers:

It’s not newsworthy. Is it something new or different; something people want to know about or should know about; is it a trend or a human interest story? Make sure your story is truly newsworthy. If you’re not sure, it’s probably not.

It’s not interesting. Slightly different from “it’s not newsworthy.” Why should the journalist (or his/her readers) care? It may be important to your firm or organization, but it might not be interesting to others. Is there a way to make it interesting? Maybe. We’ll need to talk and find out more.

It doesn’t grab their attention in the headline or first few sentences. Let’s face it, everyone is extremely busy these days and getting bombarded from every angle. If you don’t grab a reporter’s attention right away, you’re in trouble.

It doesn’t relate to their area of focus / interests. Know your reporters and media outlets (traditional and social). Don’t waste their time, and yours, by sending a pitch about a company’s environmental efforts to the religious reporter. I’ve seen things like that happen.

Information is missing. Go back to the basics whether you’re pitching a story, writing a release or calling a reporter. Include who, what, where, when, how and why along with a dateline, locator and contact information. Contact info should include after hours numbers, email, social media addresses, etc. Don’t forget to double check dates, times, addresses and phone numbers. Yes, it’s a reporter’s job to find out more about a story, but if you don’t give them the basics, they might not bother to look up the information.

It’s poorly written. Make it a policy to have at least one other person you work with check items going to reporters / media outlets. Go beyond a simple grammar check. Have them check for content, interest level, etc.

Of course, there are other reasons some routinely strike out with their media relations efforts. What would you add to this list?

2010 Election and Facebook

2010-11-03T15:30:00.000-05:00

By: Kristin Rabas, Account Executive, Leonard & Finco Public Relations, Inc.

I have to admit (like most people are in their mid-20s) I’m probably not as politically savvy as I should be. However, one thing that helped me sort through the mess of political ads that constantly claimed this person was a liar and that person said this was social media.

It’s no surprise that candidates have embraced social media sites such as Facebook and Twitter. When you think about it, what better way is there to interact with the masses, hear from everyday people about the types of things they want to see changed and respond to the dirt that is flung in the TV ads?

While reviewing some of the candidates Facebook pages, I found it interesting to see just how many people are actively commenting on posts and engaging in the topics that the candidates are talking about. This is especially true for Tom Barrett’s and Scott Walker’s Facebook pages.

In the last week, most of the posts focused on getting out there and actually voting. Earlier in the campaign season there were discussions about issues such as stem cell research, abortion and education. In many cases, the posts were backed up by actual articles showing each candidate’s beliefs, not just words of he said, she said.

Here are a couple of Facebook pages of Wisconsin candidates from this year’s election. Do you think these pages had an impact on the election’s outcome? What other ways might candidates leverage social media?

Tom Barrett:
http://www.facebook.com/home.php?sk=lf#!/barrettforwisconsin

Scott Walker:
http://www.facebook.com/home.php?sk=lf#!/scottwalkerforgovernor

Reid Ribble:
http://www.facebook.com/home.php?sk=lf#!/reidribble

Steve Kagen:
http://www.facebook.com/home.php?sk=lf#!/pages/Steve-Kagen/8032945425

Ron Johnson:
http://www.facebook.com/home.php?sk=lf#!/ron4senate

Russ Feingold:
http://www.facebook.com/ron4senate#!/russfeingold

Some People (and Companies) are Finally Getting it – You Have to Pay Attention to Social Media

2010-10-27T08:44:00.000-05:00

By: Angela Walschinski, Account Executive, Leonard & Finco Public Relations, Inc.

It’s amazing to me when I hear someone say “social media is overrated” or “not everyone uses social media – I don’t.” There’s a recent case in point that proves the power of social media. Earlier this month Gap attempted to rebrand itself by replacing its iconic navy blue square and white font logo for a black font with a smaller blue square in the upper right hand corner.

Gap quickly learned that social media reaction can not only be fast…it can be furious!

Many consumers of the Gap brand voiced their opinions of the new logo on Gap’s Facebook and Twitter pages, and it wasn’t flattering! Gap made its decision to revert back to its classic roots in a matter of days after observing complaints.

Gap isn’t the first company to deal with an online social media backlash against a new brand and it won’t be the last. What matters in this case is how quickly people created a buzz about the new look and how quickly the company responded. Brand consumers want to have a say in something they care about and, these days, social media gives them that say. Companies need to listen carefully when they distribute information and need to be prepared with a back-up plan should reaction be unfavorable.

What do you think about Gap’s rebranding effort and how they handled the situation? Can you think of any other examples where companies listened to its consumers based on feedback received from social media?

You Can’t Ignore What Others are Saying

2010-10-21T13:34:00.003-05:00

By: Scott Stein, Sr. Account Executive, Leonard & Finco Public Relations, Inc.

It’s a different communications world that we live in today. Technological advances have given us a myriad of new, faster tools to communicate on levels we never thought possible in the past.

As a result, businesses have to be more cognizant of their image or brand and must certainly be diligent in protecting its name.

As a PR firm, we advise our clients to pay attention to what’s being said about them. That used to mean checking the “Letters to the Editor” section of the local newspaper. There’s so much more to pay attention to today, but failing to do so can have serious consequences.

Consider the recent developments with Chevron Corp. Activists interested in attacking the oil company’s environmental record created an online hoax that actually pre-empted Chevron’s planned advertising campaign.

The U.S.-based oil company on Monday launched its “We Agree” ad campaign that features a down home approach with photos of people and various slogans like “oil companies need to get real” and “oil companies should support the communities they’re a part of.”

What apparently happened is that several activist groups (The Yes Men, the Rainforest Action Network and Amazon Watch) were tipped off about the ad campaign and created a fake website that suggested that Chevron agrees that oil companies should “fix the problems they create” and “clean up their messes.” The phony website was announced to the media through a fake news release that was designed to look like a news release from Chevron. Some news outlets were even fooled and had to post corrections.

Granted, Chevron is a corporate giant and a big target. But even small businesses need to monitor traditional and social media to see what people are saying about their operations. Harnessing the power of the Internet and social media, a disgruntled individual or organized group can do a lot of damage in a very short time.

What do you think? Does your business monitor traditional and social media to determine what others are saying?

Lessons Learned from Brett Favre

2010-10-13T14:37:00.000-05:00

By: Kristin Rabas, Account Executive, Leonard & Finco Public Relations, Inc.

Unless you’ve been living under a rock for the past month, you’ve certainly heard the accusations recently brought against Brett Favre for the “revealing” text messages and voicemails he left for a female New York Jets reporter. When this story first came out earlier this year I thought, well, his reputation is completely blown so I doubt he’ll come back for another season. But then a strange thing happened and the story fizzled away before it really got any major attention. Well low and behold, he’s back for another season, back into the spotlight and making headlines across America.

Working in PR, this story got me thinking about a number of things that Brett Favre has done wrong since this story broke and how it translates to the business world.

Public Perception / Reputation. It can take years for a company to build a positive reputation within a community. It took Brett Favre multiple seasons as the Packers quarterback before the community accepted and believed in what he could do for the team. However, just like in Brett’s case, a company’s reputation can be tarnished in a split second. The worst thing a company can do when negative news or speculation surfaces is to ignore it. As of today, I have not seen one report of Brett Favre publicly apologizing (except to his team which happened behind closed doors) for his actions or even trying to tell his side of the story. This just makes him look guilty and unforgiving. Once seen as one of the greatest quarterbacks in NFL history, he now looks like a joke who cares about nothing but himself. Long story short, businesses need to have a plan in place for when a crisis arises and tackle it head on. Ignoring it let’s everyone draw up their own conclusions.
Social Media Policies. Technology and social media have given us the ability to send information, pictures, music, databases, thoughts and more to hundreds, thousands or even millions of people worldwide with the click of a mouse. While I’m sure Brett Favre didn’t intend for anyone else to see his text, once it was sent, he no longer had control over what was done with that information. This should serve as a reminder to businesses that social media policies need to be in place for anyone who’s tweeting or posting about your company. Once information is sent there’s no turning back.

Sometimes mistakes and crises are unavoidable. But looking at Brett Favre’s story serves as a reminder of what not to do and procedures companies must have in place in order to combat such situations if they do arise.

What is your take on the way Brett Favre is handling his current situation? Will his reputation ever recover after this latest blunder?

Rally to Restore Sanity!

2010-10-07T12:10:00.002-05:00

By Kristen Paquet, Account Executive, Leonard & Finco Public Relations, Inc.

Whether you are a fan of Jon Stewart and the Daily Show or not, you have to admit, he did make a great point about media on a recent appearance on Oprah. Aside from making me laugh, Stewart spoke about how the 24/7 news cycle, although a powerful tool, can also create a cycle of overreaction and unnecessary fear.

His point: that the vast majority of people that live in this country are really very smart, sensible, reasonable and altogether “normal” folks that live up to their everyday responsibilities. It’s just the crazy few with not-so-well-thought-out ideas that make it on TV. As he quoted during his Oprah interview (and which has now become my favorite quote ever) “Crazy gets you on TV, normal makes dinner.” I love this quote because it is so true. Because we live in a 24/7 news cycle, it’s easy at times to get the impression that our country might be losing site of it’s purpose because, as an earlier L&F blog post mentioned, a pastor that says he plans on burning the Quran gets picked up by every major news station. I believe what Stewart is trying to say is that although this one individual does not represent the majority, sometimes that point is hard to remember due to the national and global attention it receives.

So Stewart’s reaction to all of this insanity is to hold a “Rally to Restore Sanity” in Washington DC at the end of October. In Stewart’s words, the rally is “…a rally for the people who've been too busy to go to rallies, who actually have lives and families and jobs (or are looking for jobs) -- not so much the Silent Majority as the Busy Majority.”

I can’t go to DC – too busy with work and the kids and about a million other things we are all busy with. But, if you have some moments of free time, here is a link to learn more: http://www.rallytorestoresanity.com/.

So do you think we need to restore sanity in America? Are we giving too much credit to those who are way over the top and make in on major news networks? What should our news be focusing on?

Some, Literally, Can’t Live Without Today’s Technologies

2010-09-29T09:25:00.000-05:00

By: Beth Kneisler, Account Executive, Leonard & Finco Public Relations, Inc.

A couple of days ago while working away here at Leonard & Finco Public Relations, our Internet went down. While we managed to keep busy, we still all felt as if we were lost without the Internet. While we joke that we can’t live without today’s technologies, the fact of the matter is, some people literally can’t live without it. Case in point: Technology is helping keep the 33 miners alive that are still trapped more than 2,000 feet below ground in Chile.

The men, who have been trapped since August, weren’t initially told how long they could be in the mine. Many felt that if they knew it could be three months until they were freed, they would lose hope and give up. This theory was proven true when health officials had their first contact with the trapped men. Understandably, many were already suffering from depression.

Knowing the men could be in the mine for several months, in addition to figuring how to lower medical supplies and food, officials figured out how to lower letters from family and friends. They were sent MP3 players and now the trapped men and their loved ones are sending videos back and forth. Now that the men have had personal interaction with their loved ones, the men are doing much better. They’re healthier and happier.

In the meantime, officials are working on constructing the men’s rescue capsule which will be equipped with a microphone to allow them to communicate with the miners while they’re being pulled out. It’s going to be amazing to hear the men’s stories when they are rescued. I expect that many will talk about how thankful they were for the phones and videos which gave them hope during their ordeal.

Those who develop the latest technologies really strive to “wow” and entertain consumers, but I bet they never thought that their inventions would actually help save lives.

Are you aware of other stories where cell phones, MP3 players, video cameras, etc. have helped save someone’s life or rescue them from depression or other situations? I’d love to hear about them!

With Respect, I’m Just Plain Fed Up!!!

2010-09-22T10:59:00.000-05:00

By Cole Buergi, Senior Account Executive, Leonard & Finco Public Relations, Inc.

Not sure about the rest of you, but I’m tired of hearing the negative political ads running 24/7 on TV and radio. It’s starting to make me wish there was a box to check, “None of the above.” Yes, I know there’s a place for write-in candidates, but honestly, the way people are treating politicians today, who would really want to be one.

Now I’m one for good debate or enthusiastic discussion on any topic. That’s the spirit of our country and what makes us a democracy, free to express our opinions. However, in recent years, I’ve witnessed people really change from debate or even heated discussion, to something that borders on outright anger and hostility. I agree, people have the right to be angry when they’re upset, but we need to remember that civil discourse is something that has set us apart from other countries.

We could get upset, debate something and then move on. Now, that anger is carried over into ongoing battles thanks to the Internet and social media. In some cases, it’s even elevated to death threats and physical violence.

I can’t help but wonder if these political attack ads are one reason why we’ve seen an escalation in violence. Are they desensitizing our sensibilities? Does social media play a role in how we behave? In today’s world of immediate news, the social media sites or videos with the most outlandish depictions tend to get the most attention and notoriety. Is this leading to us to more outlandish activities just to get noticed?

I will be glad come November. I will be voting and, yes, who I vote for will be weighed partly on how I feel they campaigned as well as partly on the actions of those supporting that candidate.

Do you agree or disagree? Will these negative ads or hostile supporters impact your vote? Write back and let me know.

A Love Hate Thing for the Media

2010-09-15T10:06:00.000-05:00

By: Susan Finco, President, Leonard & Finco Public Relations

I have a love hate thing going with the media. As a former journalist, as a current PR professional and as a person who’s interested in what’s going on locally, nationally and internationally, the media plays a big role in my life. Generally, I can’t get enough of it. (Once a news junkie, always a news junkie – unless there’s a 12 step group I can join). But that doesn’t mean I always like it.

Case in point: I have been exasperated and, at times, even angered by the boatload of media coverage received by a Florida minister who threatened to burn the Quran. He leads a 50 person church and decides to do something outrageous and receives media coverage far in excess of what was warranted. In fact, I’m not sure any coverage was warranted for this big publicity stunt. Next thing you know, it sparks demonstrations, threatens the safety of our troops overseas, damages our country’s image, and has major world leaders personally phoning this minister and asking him to call it off. Even the Pope weighed in on it. The Pope? Really?!?!

Did it warrant all this attention? Was it necessary to give a worldwide platform to someone obviously filled with hatred and bigotry? And the more media coverage the minister received, the more outrageous his statements and sense of importance became. I’d say he got more than his 15 minutes of fame out of this one. I could have done without it.

For the most part, I love the way news is instantaneous these days, but there also needs to be a sense of responsibility about it and a way to put it into perspective. That didn’t happen this time around.

I’d love to hear what you think about the situation. Too much coverage? Not enough?

Remembering September 11th Through Social Media

2010-09-08T08:49:00.000-05:00

By: Angela Walschinski, Account Executive, Leonard & Finco Public Relations, Inc.

It’s hard to believe that this Saturday marks the 9th year anniversary of the tragic events of September 11th. No matter who you are, or where you’re from, you’ll likely think back to that day when you first heard about the attacks. I was a high school sophomore in biology class working on a lab. I will never forget the horrified looks on my classmate’s faces when an announcement came over the PA to tell us the news.

Looking back on that day, I remember the media’s impact. Everyone was glued to a TV or listening to the radio, waiting for any kind of update. However you learned about the attacks, it would be very different if the same thing happened today.

At the time of 9/11, the Internet was around but social media networks were a thing of the future. Now people can easily access not just the Internet, but any number of social media outlets to share their memories, grief, anger, frustrations, and pain at the click of a button.

Today, social media networks act as a gathering place for information and sharing. While 9/11 occurred nine years ago, social media sites today are focused on the anniversary, the day and its impact. This is just one example of the power of social media when it comes to current events. Three social media outlets in particular are the ones people turn to when there is breaking news.

Twitter, love it or hate it, is a powerful tool when it comes to breaking news. Remember the “miracle landing on the Hudson River?” Pictures and tweets were posted while passengers were still standing on the wing of the plane! A number of Twitter hash tags are already in use to commemorate 9/11.

Facebook allows for more in-depth sharing of information. Groups of people can come together and follow something they believe, or want information about, by “liking” a page. Almost as soon as something major happens in the world, you can count on the creation of Facebook pages dedicated to that topic.

And of course there is YouTube, which provides the power of the visual. Expect to see video sharing of memorial services and tributes around the world as 9/11 approaches.

The terrible events of September 11th affected people around the globe and will be remembered for the rest of our lives. While not everyone will make it to a formal memorial service, many will come together with others on social media sites to pay their respects to the victims and share stories of the tragedy.

So as our world changes, so does our communication tools. In this case, social media provides all of us with an opportunity to share our thoughts and feelings and remember a day that changed the world.

Does anyone care about grammar anymore?

2010-09-01T14:20:00.005-05:00

By: Scott Stein, Senior Account Executive, Leonard & Finco Public Relations, Inc.

If you spend enough time on Twitter, Facebook or other social media sites, you might begin to wonder if people are even looking at what there righting before they hit send. And it doesn’t stop their. With fewer resources, it seems that traditional print publications and even the scrolls on the TV stations have more and more mistakes with grammar. (Yes, those italicized/bolded words are deliberate grammatical mistakes.)

Maybe I’m the only one this bothers, but I have to wonder if the emergence of social media is a factor. I recall when e-mail was becoming a standard communication tool there was debate over whether you had to use punctuation and capitalization like you would in other written communication. My thought is that e-mails should be composed like a letter…a short salutation; complete sentences with punctuation; and a closing with my name.

I admit, however, that when I’m in a hurry I don’t always follow those self-imposed guidelines. I, too, am guilty of sacrificing grammar for speed at times. It just seems that more and more people today are opting for speedy communications, not just ignoring format, but also failing to take the time to sort out when to use their, there or they’re; it’s or its, affect v. effect, your or you’re…the list goes on.

Jody Gilbert of TechRepublic wrote, “…we can slip up in a verbal conversation and get away with it. A colleague may be thinking, "Did she just say 'irregardless'?", but the words flow on, and our worst transgressions are carried away and with luck, forgotten. That's not the case with written communications. When we commit a grammatical crime in e-mails, etc…there's no going back. We've just officially gone on record as being careless or clueless. And here's the worst thing. It's not necessary to be an editor or a language whiz or a spelling bee triathlete to spot such mistakes.”

There’s no doubt that shortcuts are needed at times with the limited number of characters with microblogs (Twitter, etc…). I do sometimes resort to using “2” instead of “to” to stay within the 140 character limit for a Tweet, but unlike many people, I’m still checking my grammar and spelling before sending.

What do you think? Are we sacrificing something in the name of speedy communications? Are you annoyed by grammar mistakes in social media?

Social Media and the Generation that Refuses to Grow Up

2010-08-25T12:03:00.004-05:00

By: Kristin Rabas, Account Executive, Leonard & Finco Public Relations, Inc.

A local Green Bay tweeter recently posted an article the New York Times ran on August 18, 2010 titled “What is it About 20-Somethings?” As a 20-something myself, I was immediately intrigued as to what this article had to say. (An excerpt and link to the article is posted below.) As I began to read about how 20-somethings are “delaying adulthood” by moving back in with their parents after school, staying single longer, not having children and constantly moving from place to place, it got me thinking about public relations and the use of social media.

Since I’m currently in my mid-20s, most of my friends are as well. As I think about my ten closest friends ranging from ages 22 to 29, I realized just how accurate this article is.

Only two of my friends are married
Only one of my married friends has children
Six have moved in the last year – either back in with their parents or to a new living arrangement
Three are currently back in school part time or are in the process of enrolling
All ten are employed at least part-time

So, here I am with my 20-something friends who for the most part have little financial responsibility yet are all working. Long story short, this means a large amount of disposable income but a hard market to reach as they bounce around and refuse to settle.

Ironically enough, my ten closest friends the one thing in common…..Facebook accounts that follow them from place to place and relationship to relationship. While some companies may not see a need for social media just yet, at least for my friends, its one of the only consistent things in a 20-something’s life.

So what does this mean for businesses that want to target this demographic but don’t use social media as a promotional avenue? As social media grows in popularity, are these businesses losing out or are they finding alternative ways to reach this generation that’s on the move?

What are your thoughts about social media and the 20-something generation?

Excerpt from the New York Times’ “What is it About 20-Somethings?” by Robin Marantz Henzig. Published August 18, 2010

Click Here to View the Entire Article

“It’s happening all over, in all sorts of families, not just young people moving back home but also young people taking longer to reach adulthood overall. It’s a development that predates the current economic doldrums, and no one knows yet what the impact will be — on the prospects of the young men and women; on the parents on whom so many of them depend; on society, built on the expectation of an orderly progression in which kids finish school, grow up, start careers, make a family and eventually retire to live on pensions supported by the next crop of kids who finish school, grow up, start careers, make a family and on and on. The traditional cycle seems to have gone off course, as young people remain un¬tethered to romantic partners or to permanent homes, going back to school for lack of better options, traveling, avoiding commitments, competing ferociously for unpaid internships or temporary (and often grueling) Teach for America jobs, forestalling the beginning of adult life.

The 20s are a black box, and there is a lot of churning in there. One-third of people in their 20s move to a new residence every year. Forty percent move back home with their parents at least once. They go through an average of seven jobs in their 20s, more job changes than in any other stretch. Two-thirds spend at least some time living with a romantic partner without being married. And marriage occurs later than ever. The median age at first marriage in the early 1970s, when the baby boomers were young, was 21 for women and 23 for men; by 2009 it had climbed to 26 for women and 28 for men, five years in a little more than a generation.

We’re in the thick of what one sociologist calls “the changing timetable for adulthood.” Sociologists traditionally define the “transition to adulthood” as marked by five milestones: completing school, leaving home, becoming financially independent, marrying and having a child. In 1960, 77 percent of women and 65 percent of men had, by the time they reached 30, passed all five milestones. Among 30-year-olds in 2000, according to data from the United States Census Bureau, fewer than half of the women and one-third of the men had done so. A Canadian study reported that a typical 30-year-old in 2001 had completed the same number of milestones as a 25-year-old in the early ’70s……..”

Last Words

2010-08-18T09:30:00.002-05:00

By: Tina Wagner, Intern, Leonard & Finco Public Relations, Inc.

Social media, media relations, branding, issue communications, special events and crisis management are topics I assisted with during my summer internship at Leonard & Finco Public Relations, Inc. Although I was just interning, the employees at Leonard & Finco welcomed me as one of the team.

My internship dates back to last summer when I interned part-time. Even though I was only part-time, I got a feeling of how the agency worked. This summer, however, I was completely immersed in the world of PR.

Reflecting back on the last two summers, I realized a lot about the changing world of public relations. Experts do not know where the media, public relations, marketing or advertising businesses are headed. With all this uncertainty, I came to realize one thing, while the PR business is always adapting to ever-changing business practices, these four key elements of PR will forever hold true.

Communicate: One of my first experiences with Leonard & Finco. In PR, people are always communicating messages internally or externally. In order for an agency to be successful, employees need to listen, give their input and feedback, problem-solve, establish clarity and demonstrate leadership. At Leonard & Finco, the employees do this on a daily basis and allowed me to participate as well.

Camaraderie: Leonard & Finco shows what it means to have camaraderie. In an agency, not only do the employees need close working relationships, but they need to have a familiarity with the client. I witnessed balancing and maintaining the two can be difficult at times. To keep communication flowing, Leonard & Finco taught me that you need to stay up-to-date with the clients.

Prepare: The fast pace agency life means issues can spur up at a moment’s notice. In turn, employees must research clients and competitors, gather background material and strive to be the best.

Network: Lastly, Leonard & Finco taught me the importance of networking. Building up a network of diverse contacts is helpful for any business. Networking expands your contact list. This proves to be valuable for a business because word-of-mouth travels quickly between businesses. This summer I was able to attend some social functions where I saw how networking works from a professional and a personal perspective.

I want to give Leonard & Finco a big thank you for taking the time to get to know me and teach me about PR. What I learned here can’t be taught from a textbook. I really appreciate everyone’s time.

Can you think of any other key terms for the workplace? Do you feel these terms will change with the changing world of PR?

Have iPads taken over?

2010-08-12T09:26:00.005-05:00

By: Kristen Paquet: Account Executive, Leonard & Finco Public Relations, Inc.

As I was surfing through USA Today online the other morning, I came across an article that debated the issue that many knew would come up at some point: Can kids learn as well if they use an iPad vs. a textbook? Surprisingly enough, the reviews, many of which came from students, were mixed.

Here are some of the main pros and cons of using an e-reader such as the iPad or Kindle from the article:

Pros

Saves on textbook costs
Provides better information faster
Lightens the backpack load

Cons

e-readers can be a distraction knowing email and Facebook are only a click away
The technology is still unfamiliar
Easier to read a textbook than a computer screen

This article made me recall a seminar I attended while an intern at a public library during college called Librarians and Change: Are We Dead Yet? This is when many in the “book world” were wondering if the popularity of books available on the internet were going to put local and college libraries and booksellers out of business. The outcome from the seminar: not just yet. It seems that although people love new and fast technology, there is just something about the look and feel of a good book that can be beat. Keep in mind that I went to that seminar in 1994 – but the feeling pretty much remains the same today.

There has been a lot of media buzz around e-readers like the iPad and Kindle, but as far as being able to go the distance of meeting the demands of education – its seems to putter. While some companies have seen success marketing e-readers to the more casual reader, they still have not totally broken into the academic world.

Personally, I like to flip back and forth from pages, underline things, make notes in margins… something I just don’t see happening as freely using an e-reader. But, the mom in me says that the day I will only have to find one e-reader instead of four different school books 10 minutes before school starts for my sometimes absent minded children could be a pretty good thing. I guess even my reviews are mixed.

What do you think? Will there ever be a day when a student only needs to carry an e-reader to class or will we always long to hold an actual book in our hands?

Two simple questions about social media

2010-08-05T10:10:00.000-05:00

By: Susan Finco, President, Leonard & Finco Public Relations

So how exactly do you use social media and how do you measure results? Those were the two most common questions I heard this week after doing a presentation on social media to a joint meeting of TEC 15 & 30 this week. (TEC is a membership organization of CEOs and other company leaders who meet in small groups on a regular basis to share knowledge and learn about a variety of topics).

After my presentation there were several case study presentations and, again, those two questions came up repeatedly. I admit, being in a company where social media has long been a part of what we do and who we are, I take the answers to those questions for granted. But it’s a very good reminder to those of us immersed in social media (be it for ourselves or our clients), that we have to continue to reach out and let our clients and others know what social media is all about; how it works and how to measure results. Contrary to what many think, not everyone is Tweeting or has a YouTube channel.

There’s no better way for PR or marketing to make its case for integrated social media than making sure the CEO and other key leaders understand (at least a little bit) what social media is and what it can do for them; how it can positively impact not just the ROI, but the overall brand and image of the business.

How do you do that? First, spend some time with them just walking through the basics of what you’re proposing. Show them what a Facebook page (or other social media) looks like. Most CEOs will never admit they haven’t gone online to check it out (in fact, some are downright proud of the fact they never go online). It’s an education process up front. Case studies of complimentary companies, your clients or even your competition can also be a great way to show what’s going on “out there.” Have a plan for using social media, as opposed to simply saying “we need a Twitter account.” Know your target markets and the results you’re hoping to achieve. Decide how you’ll measure success. There are many measurement tools out there, ranging from simple to complex, so be sure to share what they look like.

There are no “one size fits all” answers to “how do you use social media and how do you measure results?” But the more you know – and the more you share that knowledge – the more likely it is you’ll be able to develop and implement an effective social media effort.

BP stops the leak and its leadership gap

2010-07-28T15:42:00.000-05:00

By: Cole Buergi, Senior Account Executive, Leonard & Finco Public Relations, Inc.

I’m jokingly wondering if BP read my last blog about BP’s Chief Executive Officer Tony Hayward’s public relations gaffes and that is why he was replaced on Tuesday with BP executive Robert Dudley.

Dudley, with a proven track record for handling difficult situations for BP, was first selected in early June to take the lead in the gulf oil cleanup, removing Hayward as the public face for BP regarding the spill. On Tuesday, Dudley became the first American to lead the British company.

What’s not a laughing matter is the combined sigh of relief among Americans who seem to feel more comfortable with Dudley’s leadership. Almost immediately after Dudley’s transition into the lead role for the Gulf cleanup, there was a noticeable change in how things were being done. Dudley got the team on track with messaging and began airing and printing ads on what BP promises to do to make things right.

Equally important was that the ads feature BP employees, all of whom live and work in the Gulf states and share messages that are believable. Coupled with that is the gushing pipeline has been capped, the leak has stopped and plans are to completely “kill” the well in the next few weeks.

Can Dudley take the credit for capping the well and stopping the leak? No. That would have eventually happened no matter who was leading the effort. What he gets credit for is showing compassion, a deep concern and understanding of the situation and, most importantly, offering hope that things can and will get better.

On another more positive note, reports today from the Gulf are that oil is dispersing and deteriorating faster than expected thanks to weather and water conditions. Although it will take years to fully realize the spill’s impact, all Americans are closely watching with concern and tempered hope that it is far less than feared and that everyone in the Gulf region gets their “lives back.”

BP has a long way to go to even remotely begin rebuilding its reputation, but the first steps have been taken. Under Dudley’s leadership, there appears to be a glimmer of hope.

What do you think? Can BP ever recover from this disaster?

How’s Your Atmosphere?

2010-07-22T13:51:00.000-05:00

By: Beth Kneisler, Account Executive, Leonard & Finco Public Relations, Inc.

It’s official. Facebook is taking the world by storm. Now with 500 million users, if Facebook were a country, it’d be the third largest in the world. While it’s impressive how fast the company has taken off, there’s another very impressive part of the company that many aren’t aware of.

Recently, in an exclusive interview with Diane Sawyer, Facebook CEO and Co-Founder, Mark Zuckerberg, talked about the workplace atmosphere at Facebook. Among free food every day, 21 vacation days and the ability to come and go as you please, Facebook also pays 100 percent of its’ employee’s benefit premiums, they give unlimited sick days and daycare reimbursement, as well as up to four months of paid parental leave for employees (watch the interview at http://bit.ly/aqqF2a).

During the interview, Zuckerberg explained the reasoning behind all the perks is that he doesn’t want any of his employees to be distracted while at work. While many of us don’t work at companies with this many extra incentives, more and more businesses seem as if they’re looking for and implementing unique perks for their employees. Think about it. There’s a pretty good chance that if you aren’t able to wear jeans all week long or even get to bring your pet into work with you, you know someone who can.

So, why are companies implementing all these perks? Well, there are many reasons, but ultimately, it’s good PR. Often times, business focus so much on creating good relations with their external audiences, such as neighbors, customers, media, etc., that internal audiences are over looked. A company’s employees are walking advertisements so if they are disgruntled, it will ultimately affect the businesses’ image as well as how other people perceive them.

If you’re a business owner, take a minute to think about what perks you have for your employees. Even if unlimited sick days and free food aren’t exactly realistic, what about supporting an employee’s work with a local non-profit? Maybe you allow employees to volunteer at a local fundraising event rather than coming into the office? Perhaps you let everyone leave a half-hour early on a random day? Whatever it is you do for your employees, just be sure to always keep them in mind when you’re making plans and goals for your business. You may even want to consider taking a look at this when you review your overall PR plan.

So, now it’s your turn. What does your company do for its’ employees? Do you know of a company whose image has improved from good-workplace atmosphere? I’d love to hear your thoughts!

Have an opinion? Get out your credit card!

2010-07-15T13:53:00.000-05:00

By: Scott Stein, Senior Account Executive, Leonard & Finco Public Relations, Inc.

The Sun Chronicle, a Massachusetts daily newspaper, this week put a new policy into place – readers have to pay $1 and register their name, address, phone number and a credit card number to comment on any articles on the newspaper’s website. In addition, the name that appears on the credit card is the name that will automatically be attached to the poster’s comments.

Certainly this isn’t the first time that a media outlet has looked to institute charges for its website, but typically it has been to access web content and the results have been mixed, at best. At first blush, with my news reporter background, this would seem to be a step back for free speech. It’s certainly an approach that could stymie anonymous speech and dialogue on important issues making the news.

But if you’ve spent any time reading the comments that are made at the end of newspaper articles online, you can also understand the approach that The Sun Chronicle is taking. The Chronicle’s publisher said the change was being made “to eliminate past excesses that included blatant disregard for our appropriateness guidelines, blind accusations and unsubstantiated allegations.” We’ve all seen some of the excesses that they’re talking about.

Of course, the World Wide Web is often viewed as the Wild West where just about anything goes. It has exponentially accelerated the flow of information and opinions and torn down geographic communication barriers. In just a matter of seconds you or I can comment on the latest stories in the Green Bay Press-Gazette, Milwaukee Journal Sentinel, or even the New York Times. While most of us will follow a website’s “appropriateness guidelines,” there are many who do not and their actions have obviously influenced one media outlet that has responded with a fee and full disclosure policy.

If you’re like me, when I’m told I have to pay to access something online, I quickly move on, keeping my credit card in my wallet. Even at just a dollar a comment, I won’t be adding my opinion to the stories on The Sun Chronicle, or any other website that sees fit to follow suit.

What do you think? Is The Sun Chronicle’s approach a good one? Are you willing to pay a buck every time you feel compelled to comment on an online news story?

Please add your comments to this blog posting…free of charge.

Mid-year PR check up

2010-07-07T12:37:00.000-05:00

By: Angela Walschinski, Account Assistant, Leonard & Finco Public Relations, Inc.

No matter where your business is in its fiscal year, now is a good time to pull out your PR plan for 2010 and see how you’re doing. Like most business activities, PR requires consistency and persistence to be effective; but flexibility and a recognition that things will change over time are also important.

If you have a PR plan in place, take time to review what you set out to accomplish and determine if you’re still on track to achieving your PR goals by doing the following:

First, review your PR goals and objectives. This is how you develop and refine key messages. By reviewing your goals and objectives you can make sure that what you are saying, and how you say it, reflects what you’re trying to achieve.
Second, review your PR activities. What worked and what didn’t work? Whether it’s social media, traditional media relations, community outreach or sponsorships, take a few moments to look back and evaluate how it played out. Is there something you need to improve or change? Is there something that worked really well and should be continued?
Number three on the mid-year tune-up list is identifying potential new opportunities that might occur during the rest of the year, such as major milestones, product launches and new service offerings. You can then develop a list of action items to organize activities that will enable you to achieve your objectives.
Finally, adjust and update your plan. Hopefully your PR plan is a written document as opposed to something you “just do.” Every PR plan should be a living document that you refer to on a regular basis.

If you haven’t created a PR plan, this is a great time to review past PR efforts and develop a plan to meet your PR goals. If you don’t have the time to put together a complete PR plan, at a minimum put your goals and objectives in writing so you can refer back to them and evaluate your success.

Remember, planning and reviewing your PR strategy now will not only help generate new ideas and opportunities, it’ll give you guidelines for day-to-day activities. While PR plans are subject to change, planning ahead enables your business to stick to your overall goals and maintain a focus. What is your business doing to make sure its PR goals are met this year?

Modesty is NOT the Best Policy

2010-06-30T08:50:00.000-05:00

By: Kristin Rabas, Account Executive, Leonard & Finco Public Relations, Inc.

In the world of public relations, honesty is always the best policy. However, there are too many times when companies are also taking the route of modesty being the best policy. Personally, we may be hesitant before we go around "tooting our own horn" about something great we accomplished, because we don't want others to think we are "full of ourselves" or conceited. In the business world, this should almost NEVER be the case. I can't tell you how many companies that are doing awesome things in the community and the business world but don't tell anyone about it!

Many times, businesses think what they are doing in the community isn't a big deal because they've been doing it for so long it seems natural, they think others are doing more so nobody cares about them, or that it makes them look bad if they tell others these efforts. That's simply not true. Promoting the good your business and your employees are doing shouldn't only take place when you have a new product to offer or are running a sale.

There are a number of ways to promote the great things your business is doing, but the one that is commonly overlooked or forgotten about is awards. Many organizations such as local chambers, non-profits, industry associations and more have some sort of annual award or recognition. Businesses often wait and hope for others in the community to nominate them for these types of awards. However, if you're one of those companies that doesn't tell anyone about the good you are doing, how will anyone even think to nominate you? Nominate yourself! Many are surprised to learn that awards and recognitions do not require a third party nomination. Or, if you still feel a little uncomfortable giving yourself "a pat on the back," ask a business colleague or client that you have a solid relationship with to nominate you.

Winning awards and receiving recognition for your work not only increase your credibility as a company or business leader, but gives you another selling point and avenue for reaching potential customers.

Some annual awards and recognition programs in Northeast Wisconsin include:
Green Bay Chamber Small Business Recognition Awards
Fox Cities Chamber Small Business of the Year Award
Ethics in Business Awards
Volunteer Awards
Athena Award
Manufacturing Awards of Distinction

What other awards have you applied for or won in the past? What other award programs are out there that aren't listed here?

The World Cup with Ear Plugs

2010-06-23T10:32:00.000-05:00

By Kristen Paquet: Account Executive, Leonard & Finco Public Relations, Inc.

Whether you are actively keeping track of the World Cup or just stopping every now and then to catch the highlights, you have probably heard a loud buzzing sound coming out of your TV. No need to worry – it’s not an angry swarm of bees; it’s just the vuvzela, the long, plastic horn that has been blaring without end since the first game began.

The vuvzela gives off a loud, buzzing sound that is just downright annoying and has been subject to a lot of criticism from all corners of the World Cup. It is interrupting the enjoyment of the games for fans both at the stadium and at home, coaches and players are having difficulty communicating with each other on the field and sport commentators are having trouble yelling over the loud hum of the stadium that never seems to end.

It has gotten so bad that hearing specialists have come forward saying that the loud blaring of the horns can actually cause hearing damage if a person is exposed to the constant humming for too long (it has a decibel level higher than drums). ESPN is working on a way to change frequencies for their broadcasts to help lower the background noise level and fans have said that the horns have taken away all spirit of the game, drowning out their singing and chanting for their team.

If you haven’t heard the sound of the vuvzela, check out this six second clip:

Now imagine that sound being constant not only during the entire game, but before it, on the streets after a game, and just about everywhere you go.

So will the vuvzelas be banned from the rest of the World Cup? According to FIFA (the International Football Association) president, Sepp Blatter, the answer is no. The reason? Because the vuvzela has long been a part of South African tradition and history, emulating a horn that was once used to call meetings to order. And the vuvzela is a staple at most South African sporting events, not just the World Cup. Blatter later tweeted: “Would you want to see a ban on the fan traditions in your country?"

So did Blatter make the right call, even with global criticism from fans and players? What would you have done if you were the president of FIFA? Listen to tradition or listen to the crowd?

Practicing: Something Even CEO’s Should Be Doing

2010-06-15T14:58:00.000-05:00

By: Beth Kneisler, Account Assistant, Leonard & Finco Public Relations, Inc.

Ever since we were children, we’ve learned the importance of practicing. Whether it was getting ready for a music lesson, a big game or even our drivers license, without practice, we would not have done as well as we had hoped. Even though we may not have to get ready for these types of activities anymore, as adults we have presentations, demonstrations, meetings, conferences and media interviews to prepare for. And, while we often take the time to prepare a PowerPoint presentation or write out talking points, all too often, practicing the actual speech or doing a run-through of the presentation gets overlooked.

You assume that because you’re talking about something related to your profession, the words will just come to you or if questions are asked you’ll know all the answers. More often than not, something unexpected happens and because time wasn’t taken to troubleshoot potential snags, you find yourself in front of a group of people looking unprepared.

This exact thing happened recently to none other than Apple’s CEO, Steve Jobs. During a conference to unveil the next-generation iPhone, Jobs was touting its more than 100 new features, such as video calling over Wi-Fi networks. As he began demonstrating the new iPhone’s display, he found himself struggling as he realized he couldn’t get web access. He asked the audience to help him out by shutting down their Wi-Fi and he was then able to gain access to the Internet. Despite the rest of the unveiling going smoothly, as a PR person I still found myself asking, “Doesn’t Apple care enough about their brand and image to take a few minutes to practice the actual demonstration?”

Luckily for Apple, the problem was quickly resolved, but can you imagine if Jobs was unable to get any web access? Even despite the many Apple fans out there, I think it’s safe to say that there would be people doubting not only their products but their overall image and brand as well.

No matter how seasoned you may be in your career, you can never outgrow practicing. Even if video can be edited to “erase” your blunder, the people who watched your mistake won’t forget. Remember, your company’s brand and image is everything and you don’t want to be the one putting that in jeopardy.

Have you ever witnessed an unpracticed presentation? Maybe you learned the importance of practicing the hard way? I’d love to hear your lessons learned!

BP - Practice What You Preach

2010-06-09T10:38:00.000-05:00

By Cole Buergi, Senior Account Executive, Leonard & Finco Public Relations, Inc.

As the environmental disaster continues to unfold in the Gulf, so does the BP public relations team that is developing, refining, scrapping and then re-developing messages for the public in an effort to save the company’s reputation as well as BP’s existence as a business.

BP is trying to position itself as a caring company that understands the impact of this disaster and what it takes to correct it. However, their actions don’t mirror what they say. For instance, BP is employing local fishermen, displaced from their jobs due to the spill and whose livelihood has been devastated for who knows how long. These fishermen are being hired by BP to help with the cleanup. Yes, it’s a great way to ensure they have some form of income during this time. However, very early on when hiring these fishermen, BP was requiring those accepting jobs to sign an agreement holding BP harmless for any damages caused by the disaster. The federal government had to step in and require BP to remove that clause in their employment agreement.

Another instance is when BP, Halliburton and Transocean were testifying in front of congress regarding the well platform explosion that killed 11 people and created the problem in the first place. During the testimony, it was almost comical to watch these company representatives point their fingers at each other as to who was responsible for problem and the cleanup. It was almost like watching school kids in a classroom when asked who put the gum on the teacher’s chair.

Probably the biggest lapse in judgment was the recent comment by BP CEO Tony Hayward when he spoke to the media regarding the disaster saying, “There's no one who wants this thing over more than I do, I'd like my life back…..” Eleven workers were killed during the explosion and thousands, if not millions, more people are and will continue to be impacted by the disaster now and for many years in the future.

This doesn’t sound like a company that means what it says. Instead, it sounds like a company that is willing to say whatever it thinks it needs to say to manage its reputation, what little of it remains.

The fundamental flaw in BP’s messaging is they don’t live what they preach. You can’t say how much you care about the environment and the people impacted by this disaster and then have your CEO quoted as saying all he wants is his life back. A sound public relations strategy means you need to believe in and live your corporate messaging. The companies that live their corporate philosophy tend to have outstanding reputations. There are some companies that don’t practice what they preach and manage to maintain a positive reputation. However, much like BP’s reputation, eventually not living what you preach will catch up with you. In this instance unfortunately, it took a disaster of epic proportions to shed light on it. And, once the world’s microscope is on you, there is no escaping it.

My best advice, live what you’re preaching. Prove you have compassion for the people and environment impacted. Most of all stop the leak and work on rebuilding that area.

Does anyone believe that BP will live up to its promise to compensate for lost damages to everyone impacted by the disaster?

Yo Yo Hoaxster: Funny or not?

2010-06-03T08:21:00.000-05:00

By Susan Finco, President, Leonard & Finco Public Relations

You may have heard about K-Strass, the man who recently appeared on several Midwest morning news shows, claiming to be a yo-yo master. Turns out, he was anything but a yo-yo master, which was apparent literally seconds into his interviews with local hosts.

Videos of his appearances have been making the rounds (one sample: http://bit.ly/bi3IrF). I have to admit that, if this were in a movie, I would be laughing right along with everyone else at what was a very uncomfortable situation. It was totally bizarre (think “Borat”) but, as a former journalist and now as a PR professional, it gives me heartburn!

Newsrooms are stretched thin these days and unfortunately it means that sometimes they are scrambling to fill interview slots on morning and weekend shows. My understanding is that the stations were contacted by someone claiming to be his promoter / PR person. The pitch sounded like K-Strass would be an interesting interview and would provide visuals with his yo yo tricks. I felt bad for the news people who suddenly found themselves dealing – live on air – with someone who was obviously not who he was supposed to be. It’s tough to be punk’d when you’re just doing your job.

The whole thing also made me a bit angry. As a PR firm, we regularly reach out to journalists, encouraging them to book interviews or appearances with our clients. We work hard to make sure the guests we’re promoting are interesting and newsworthy. If a news anchor or host is at a TV station we haven’t dealt with before, we make an extra effort to get to know them and what kinds of things they’re looking for in a guest. I don’t blame the journalists / producers who were duped if they make it twice as tough next time for someone to get a booking on their show.

I can hear some people saying at this point, “So what? It was funny!” Well, humor depends on your point of view. It’s clear the line between news and entertainment is already getting blurred and for those of us who take pride in our professions, this kind of “reality comedy” is making our jobs a lot tougher.

Thoughts of an L&F Intern

2010-05-26T13:45:00.000-05:00

By: Holly Melander, L&F Intern, Leonard & Finco Public Relations, Inc.

As my final day as an intern at Leonard & Finco approaches, I’ve been reflecting on all that I’ve accomplished and learned throughout the past 9 months and also my path into the public relations field.

In the Fall of 2006 I started my college career at UW-Green Bay knowing exactly what I wanted to study and be involved in. From day one I knew that the communications field was going to the best fit for what I loved to do: tell stories and work with people. Everybody has a story to tell in some form or another, and what I have developed a passion for is not only hearing people’s stories but also helping them tell it. During my internship at L&F, I’ve discovered that helping people & businesses tell their stories is only the tip of the iceberg and a lot more goes into being successful in this field.

This wasn’t my first experience as an intern. I held two previous internships in college prior to working here. Each experience has been valuable in its own way, but it wasn’t until my time at L&F that I truly learned and valued the importance of teamwork and being well organized. With clients in a wide variety of areas I had to learn to always be on my toes and ready for the next project or be able to handle multiple client projects at one time. Excellent time management and organization quickly became a key to survival in this office. However, the biggest difference I can see between this internship and others boils down to one word: teamwork.

At L&F, I wasn’t treated like “just an intern” or “temporary employee.” I was treated like a member of the L&F team and office family which allowed me to be more creatively involved with client brainstorm sessions, weekly staff meetings, social media and Web development, news release development, create columns for clients and so much more! This internship has taught me to value those that are around me and the importance of building a good network of people you can count on and trust. I know that everything I learned at L&F will serve me well in the future.

Thanks to everyone inside and outside L&F that made this experience what it was and for being strong mentors to me. It has truly been one of the most valuable experiences in my college and post-college career and couldn’t be more thankful for it!

So, do you have an internship experience that really sticks out in your mind? Was it a good experience or was it something that could have been improved?

Running to Succeed

2010-05-19T14:26:00.000-05:00

By: Angela Walschinski, Account Assistant, Leonard & Finco Public Relations, Inc.

I finished my first half marathon this past weekend and it was the hardest thing I’ve ever done, but it’s an amazing accomplishment and a great feeling to know I have my first half marathon under my belt. Reflecting back on my run, I realized there are similarities between preparing for a half marathon and preparing a successful PR plan.

First and foremost, it’s all about your mindset and putting a plan into place. For the past four and a half months, I trained by running three times a week in order to prepare myself for the big day. It was hard work, sheer willpower and determination that kept me going. I hit a setback in early April when I experienced some pain in my right foot, but that didn’t keep me from moving forward. I readjusted my training program in a way that allowed me to continue towards my goal. On race day I knew I would cross the finish line no matter what.

This is the same way businesses should approach their PR plans. It starts with knowing the desired outcome and then breaking it down into smaller steps that will lead to the end result. Yes, there can be frustrations and setbacks, but remember that any plan requires flexibility because things can change over time. For instance, once your plan is in place, you may find that your target audience is responding quicker than anticipated, there might be an increase or decrease in budget that changes how you carry out the original plan as intended, or your plan might not be working. The ability to create a plan with room to “roll with the punches” is essential for effective PR.

In the case of preparing for a half marathon or preparing a successful PR plan, you can’t expect immediate results, but through persistence, dedication and determination the desired results will be achieved. Have you accomplished anything recently that has taught you about how you can achieve success? What type of obstacles have you come across in PR and how did you overcome them?

Oil Spills and Finger Pointing

2010-05-12T12:01:00.000-05:00

By: Scott Stein, Senior Account Executive, Leonard & Finco Public Relations, Inc.

As gallons of oil continue to spill into the Gulf, a new spill started recently on Capitol Hill as BP, Transocean and Halliburton went before Congress. As I was thinking about this Blog, I was actually going to say some nice things about BP and how they’ve kept their focus on working to stop the leak and do what is needed to clean up the mess. Then I heard some of the finger pointing that has started to happen.

Certainly BP’s brand was strong and mostly positive before the explosion, leak and environmental disaster at the oil rig in the Gulf. Since then, it’s certainly appeared to the public that BP was keeping its focus where it should be, stopping the leak and planning for the cleanup. Even if those efforts were taking far too long, BP didn’t seem to be more concerned about efforts to its reputation and public perception.

But listening to a bit of what was said during the May 11th hearing certainly raises questions. BP points its finger at Transocean which operates the rig…Transocean says it’s Halliburton’s fault since they built parts of the structure. Halliburton, which, of course, already has some issues with its reputation, says don’t blame us.

While the hearings on Capitol Hill started on May 11th, BP’s top lobbyist started his work well ahead of that saying that they have had to prepare for the Congressional hearing but remain focused on stopping the spill and cleaning up the environmental disaster. One has to wonder if that message was lost on day one of the hearings with fingers being pointed in so many different directions.

Time will tell how BP comes out of this mess. From a PR perspective, little can be gained by talking heads at this point. The real positive PR will have to come when there are constructive steps in dealing with this disaster and everyone involved begins doing the right thing in cleaning up this environmental mess.

What do you think of the mess in the Gulf? Any PR advice for BP? We’re interested in your thoughts.

What's Happening with Social Media in Northeast Wisconsin?

2010-05-05T08:48:00.000-05:00

By: Kristin Rabas, Account Executive, Leonard & Finco Public Relations, Inc.

As an account executive at Leonard & Finco Public Relations, I speak to all of my clients about social media whether they are currently active in it or not. I’m not saying that every social media outlet is right for every single business, but it’s important that all businesses are at least aware of and have a realistic grasp on what it’s all about.

For example, a client once told me that their industry tended to be old fashioned and nobody in their industry would be involved in social media. After a little research, I had to agree – there were a limited number of companies in this industry using social media. However, the kicker was that the majority of the industry’s targeted media outlets and specialty publications had editors, reporters and more with Twitter and Facebook accounts. Needless to say – the company was quite surprised.

This may only be one example, but it shows how social networking literally seems to be everywhere! Let’s look specifically at Northeast Wisconsin.

Leonard & Finco Public Relations recently conducted an Internet survey that found social media usage among Northeast Wisconsin businesses and community groups and journalists had significantly increased in the past year.

This year’s survey revealed*:
-more than 67% of business and community leaders surveyed use social media for work
-nearly 89% of area journalists use social media for work purposes

Approximately one year ago, Leonard & Finco Public Relations conducted the same online survey about social media. In the past year, according to both surveys, businesses and community leaders using social media increased from 56% to 67% while journalists using social media went from 68% to 89%.

The majority of Northeast Wisconsin business / community leaders using social media for work say they do so to:
-Connect with / communicate with others in the community or their industry (76%)
-Connect with / communicate with clients (39.5%)
Monitor news (36.5%)

On the other hand, area journalists use social media in a very direct way to help them do their jobs, reporting they:
-Find contacts and interviews (77%)
-Help identify story ideas (70%)
-Share stories with others (67%)

However, the survey also showed some business and community groups are still undecided about whether social media is having a positive impact on their organizations, with 41% unsure of the impact.

So, what do you think? Are you surprised by the findings of this survey? Have you started using social media for your business in the last year? If so, what changed your mind?

For more results and to learn more about Leonard & Finco Public Relations’ social media survey, visit http://www.lfpublicrelations.com/.

*Note: The Leonard & Finco Internet survey targeted more than 160 area journalists and more than 760 Northeast Wisconsin business / community leaders. The response rate was 20%.

Online Commentary

2010-04-28T10:29:00.000-05:00

By: Kristen Paquet, Account Executive, Leonard & Finco Public Relations, Inc.

If you have ever read a newspaper online or a blog, you have probably glanced at the reader comment sections. These comment areas are very popular among online readers and have grown to essentially become a part of the article itself. But, are they of any benefit?

When I glance at reader comments, more often than not, I read one, maybe two relevant comments that actually pertain to the article. The rest are people either commenting on the most minor of details or are using this platform to rant their personal and political views. That is the good and the bad with reader comments: anyone can say just about anything--but they most likely won't face any serious consequences for doing so if the comment is inappropriate (other than to have their message reported or taken down).

But that is what social media is about: to engage in a conversation with others. It is a wonderful concept which means there will be comments you agree with and those you disagree with. But as I read the Good Morning America message board, I really have to stop and say that a conversation on whether George Stephanopoulos should wear a tie every day or not can only be taken so far. Really, with all the news in the world, this is what people are talking about most on the message board?

That's the problem. Social media has given us a huge opportunity to have our voices heard and debated, but we forget that it doesn't have to be every five minutes with silly comments. It's like the person that sends out a tweet every three seconds about what they are doing: "Taking the dog for a walk!" "Sitting on my porch reading a magazine!" It's just not necessary. And don't use this voice to hide behind your computer and make inappropriate comments, either. That is just bad form. What you say online should be something you are willing to say face to face.

When I look at reader comments and message boards to see what people are saying, there are times when the comments are more entertaining than the story. From time to time I leave my own comments as well. That is what social media is all about.

So what is your feeling on online reader comments and message boards? Join in the conversation by leaving a comment of your own!

Writers note 4/28/10: George Stephanopoulos wasn't wearing a tie this morning. The GMA message board must have got to him!

Make Mother Earth & Consumers Love You: “Go Green” 365 Days a Year!

2010-04-21T10:59:00.000-05:00

By: Beth Kneisler, Account Assistant, Leonard & Finco Public Relations, Inc.

April 22, 2010 marks the 40th anniversary of Earth Day. What was first started as a day of awareness has turned into a day of marketing and promotions. Think of virtually any company and chances are you’ll find that they’re doing something during Earth Week. While “going green” during this week is important, all too often companies forget the importance of being eco-friendly throughout the entire year.

Being “green” has turned into a global movement and from what I’ve seen, people like to support companies who strive to be as eco-friendly as possible each and every day. By doing this, you’re not only helping out our planet, but you’re getting to the very core of good marketing-standing out in a positive manner! If the only “green” promotion or initiative your company does is on Earth Day, you really aren’t doing anything different from everyone else.

How do I know this? After this week, I won’t remember the free gadget or percentage-off coupon I received from a store. Instead, I’ll be thinking about, for example, the local company who throughout the year is working to bring back an endangered species, the companies that have joined together to help clean the river, and the business that is producing eco-friendly products.

Operating in an environmentally-friendly manner is creating goodwill at its finest and it’s a wonderful way to garner PR for your company throughout the entire year. Many people have the mindset that media aren’t interested in “green” stories anymore since that angle has been covered so much, but this is not the case. What the media wants to hear about are the companies that are seriously working hard throughout the entire year at reducing their carbon footprint.

So what does your company do throughout the year for the environment? I’d love to hear your answers! Remember, if you’re answer is, “We’re giving away free cups of coffee in eco-friendly cups on Earth Day,” you might want to re-think your “green” initiatives.

Really, a car with two Televisions?

2010-04-14T10:48:00.000-05:00

By Cole Buergi, Senior Account Executive, Leonard and Finco Public Relations

What kind of society have we become that we need to have two monitors in the back seat of a minivan so that two children can watch two different shows simultaneously? I ask because a commercial aired last night highlighting this technology and during the commercial I had to ask myself the following:

Are the children of today in such a desperate need of stimulation that they can’t even ride in a car without some electronic distraction? Are parents taking the electronic babysitter too far? Is it really that much easier to play a video in the car to distract your child than to have a conversation with them?

I asked some friends about why they feel they need to have this technology in their vehicle. Without exception, all say it helps keep the kids occupied and from becoming unruly, particularly on long trips. They are also quick to remind me (as if I needed it), that I don’t have children so I have no basis for an opinion.

It’s true, I don’t have kids. But I was one once (a long time ago). And I have fond childhood memories of riding in the car with my parents and just chatting and having them point out things to me as we went down the road. This included road trips to Florida and to Colorado. To entertain each other we talked, played road trip games and just enjoyed the scenery.

I’m also quick to point out that I have seven nieces and nephews that I transport to various places frequently and have done so for years. When we travel, there are no video games being played or DVD being watched. We talk about how school is going, what’s happening in their world or about what we see as we drive. It’s an opportunity for me to learn more about them and stay involved in their lives.

It’s also a break for them from the sensory overload of technologies they are bombarded with. I’m not against technology, it’s essential in our society and at almost every age level. However, the last thing I want is for one of my nieces or nephews fond memories of me is riding down the road while watching Ratatouille.

Do you agree or disagree? Are parents taking the electronic babysitter too far?

PR Advice for the Vatican?

2010-04-07T11:54:00.000-05:00

By Susan Finco, President, Leonard & Finco Public Relations

Will someone please step forward to help the Vatican and the Catholic Church with its current, or I should say ongoing, PR issue? It’s actually becoming painful to watch it playing out. It seems that every day there are new stories and new allegations and when the Vatican responds, it’s another fiasco and another round of controversy. Let me say up front that I believe the Catholic Church has done an incredible amount of good in this world, but I also believe that those good efforts are in serious danger of taking a permanent back seat to the issues now at hand.

The basic rules of crisis management are to tell what happened, why it happened and what you’re going to do about it. In addition, you should ALWAYS express concern, empathy or sympathy for those impacted by the situation. Then you repeat, repeat, repeat so that your audience(s) hear a consistent message. That doesn’t seem to be happening.

Yes, telling the truth can hurt – a lot; but it can also be the start of something bigger and better. It can restore damaged credibility, start the healing process and lay the ground work for better things to come with a renewed sense of purpose and commitment. People tend to respect those who say they’ve made mistakes, if that statement is accompanied by a genuine effort to correct or atone for what was or is wrong.

It’s understandable that church leaders feel besieged, but how they handle this latest round of allegations will determine how the church and its leaders are viewed in the future. The incredible public media interest may or may not be fair, but it is the reality right now. It’s a reality the church has to deal with if it wants to survive in the future.

What PR advice would you have for the Catholic Church and its leaders?

"Undercover Boss"...Good or Bad Opportunity?

2010-03-31T10:28:00.000-05:00

By: Angela Walschinski, Account Assistant, Leonard & Finco Public Relations, Inc.

It has long been preached that time spent on the frontline improves management skills and employee relations. However, a new reality TV show “Undercover Boss” has taken this to an innovative level. For those of you who have not seen the show, it is based on the concept of top ranking executives going “undercover” working as frontline employees within their organization.
These executives are no longer sitting back, observing, surveying and reporting their views, they are experiencing them first hand.

As I watched, the thought of how this could be a great public relations opportunity for any company that appears on the show was in the back of my mind. I’d like to believe that the show does more good than bad because it reinforces that a strong organization uses efficient internal communication. Part of that internal communication involves the top executives understanding the job of an entry-level worker, which this show attempts to achieve.

However, the show makes me wonder if the top executive has to go undercover in order to understand job tasks, learn that the company policies aren’t being followed or that front-line employees don’t see promising career paths with the company. What does that say about the company’s communication environment? Could that environment be an obstacle to leaders getting the advice they need? Or on the other hand, what communication changes need to be made in order to keep top executives in touch with how front-line employees are thinking and behaving?

Of course opening your company up to the public also welcomes criticism because companies who participate in reality TV shows have no control over what’s shown in the episode. That’s a gamble in terms of the company’s public image. The owner or top executives have to ask themselves if that is a gamble they are willing to make. If yes, the company becomes vulnerable to the public, revealing everything within its operations.

It’s a public relations opportunity and potential nightmare all rolled into one. The companies on “Undercover Boss” take huge risks by exposing their companies at all levels of employment. But great risk is often met with great reward. The company’s brand is exposed to millions of viewers, business lesson are learned and the company is seen publicly trying to make the working environment better.

In either case, top executives who partake in “Undercover Boss” will most likely discover good or bad publicity, and good and bad things about their companies from working on the front lines. If you were a top executive at a large company, would you appear on “Undercover Boss”? Do you think the experience of being on the show would make the company better?

Rebuilding your reputation…don’t do the Celebrity Apprentice

2010-03-24T14:35:00.000-05:00

By: Scott Stein, Sr. Account Executive, Leonard & Finco Public Relations, Inc.

I really hate to admit this, but after several years of avoiding so-called “reality” TV shows, I’ve been sucked in by the Celebrity Apprentice. Each week I actually swear that I’m not going to watch, but I still end up tuning in on Sunday night. And now with disgraced former Illinois Governor Rod Blagojevich as one of the contestants, the train wreck of a show is that much worse and yet I get drawn to it each week.

I watch Celebrity Apprentice for the fun of it, at the same time wearing my PR hat and wondering what the heck Blagojevich was thinking when he signed on to be part of this Donald Trump offering. Here you have a life-long politician who was run out of office for trying to sell President Obama’s old U.S. Senate seat to the highest bidder. He was impeached, but has not been convicted on the Federal charges he faces. And he thinks that going on a reality TV show is the way to rebuild his image. (BTW, he was going to take part in an earlier reality show, but a judge turned down his request to travel to Costa Rica where that show was being taped. His wife stepped in for him.)

His appearance on Celebrity Apprentice is a mockery. At one point in last week’s show the camera caught him on his cell phone apparently talking about his upcoming trial and he is overheard saying…“What did the lawyer say? This lying piece of [expletive deleted]. He betrays me in the job and then he goes and does this. There's no tape to corroborate that, right?”

This is really a classic example of what not to do when trying to re-establish your reputation. There’s no question that maintaining a positive image is easier than repairing one that has been seriously damaged. Had the Governor come to us, we no doubt would have advised him to maintain a relatively low profile, at least until his Federal court case is resolved, and focus on some small, positive steps to establish a base for repairing his reputation. I can guarantee we would not have suggested going on reality TV.

I’m curious to know if you feel that Celebrity Apprentice will actually help and not do additional damage to an already tarnished Blagojevich? Is there anything the former Governor could do to save his sinking ship?

Social Media Specifically for Business Professionals

2010-03-17T14:52:00.000-05:00

By Kristin Rabas, Account Executive, Leonard & Finco Public Relations

Social media has hit the mainstream at full speed, turning heads and starting conversations about what, where, when and how among top executives. On the other hand, social media has caused a stir with school aged kids as well. And that’s just it - many business people see social media as a fad or as a personal tool for kids. While that may be true in some instances with Twitter, Facebook and YouTube, LinkedIn was developed specifically for business professionals looking to connect and network with other business professionals.

LinkedIn is similar to Facebook in that you post information about yourself. But in this case, the information is about your professional background, current endeavors and future aspirations. This isn’t the place college students are posting spring break photos but an area where you can find out what organizations a business associate is involved in or what type of educational background they have.

An advantage to LinkedIn is that you must accept an invitation from the other person before they can access your information, which helps control who can see your information and who can’t.

Linkedin can also be utilized for the following:

•Recruiting – A person’s profile is similar to a resume. It shows what organizations the person has worked for and for how long, any awards the individual has won and much more. It’s a great way to get a preliminary view of someone’s experience.

•Staying in Touch – Connecting with past coworkers or friends allows you to see where they’ve been and where they are now. LinkedIn also gives you the ability to send messages to your connections in a similar fashion of sending an e-mail. So even if your college roommate has changed jobs, you can still keep in touch.

•References – LinkedIn features a recommendations application. You can write or receive a recommendation from others you are connected with that others can view, similar to a reference on a resume.

•Associations – LinkedIn gives you the ability to display organizations you belong to or support. Through this application, you can find others who have the same interests or support the same causes.

•Making Connections – Networking is an essential part of almost any business person’s career. Meeting someone at a corporate function can be quickly forgotten but meeting them and then connecting on LinkedIn can keep that connection open.

Like any other social media network, the ways to use LinkedIn are endless. If you’re curious about LinkedIn or have any questions feel free to view my profile to see what LinkedIn is all about at the link below (I have my privacy set so anyone is able to view my basic information):

http://www.linkedin.com/pub/kristin-rabas/a/459/435

Are you currently on LinkedIn? If so, how have you used it and how do you intend to keep using it?

And the Winner is…

2010-03-10T10:50:00.000-06:00

By: Kristen Paquet, Account Executive, Leonard & Finco Public Relations, Inc.

The world seems to stop for a moment to see the Oscars. I know I watched last Sunday night even though I only saw two of the ten nominated films. But I wanted to see what stars were there, what they were wearing, what people would say on stage and how this year’s hosts (Alec Baldwin and Steve Martin) would rate.

But really, the Oscars started way before March 7. The Oscars are, in fact, a great PR window for celebrities and nominated films to get their “face” and name out there. And do they ever. Once the nominations were out, the talk shows and late night shows paraded one nominated performer after the other on their stage. This was their opportunity to say “Hi there - I’m nominated for an Academy Award! This is who I am!” After all, this is the rare moment when all eyes are on them and they better make the most of it in case they don’t win come Oscar night.

Then it all comes together for Oscar night, an event that has a five-hour pre-show and just about as long of an awards ceremony. Celebrities walk the red carpet stopping for quick interviews and photo opps. Designers are thrilled that popular stars are wearing their fashions. Each year, try as I might, I can never make it to the end. Sleep always wins and this year was no different. But, not to worry, I heard all about what I missed the next morning as I went though major news web sites. The Oscar winners, best dressed and memorable moments dominated every page.

And these great PR moments keep going long after the red carpet has been rolled away. The celebrity dresses donned on the red carpet, in some altered form, will end up as hot sellers in area department stores, the major flubs or greatest moments will be tomorrow’s water cooler conversations and those who haven’t seen The Hurt Locker will be heading out in droves to watch it because it won best picture.

So did you watch the Oscars? If you did, what was your favorite moment of the night?

A Whale of a PR Challenge

2010-03-03T13:35:00.000-06:00

By: Beth Kneisler, Account Assistant, Leonard & Finco Public Relations

In the business world, we know a crisis can happen to any company no matter the size or location. We also know that facing the crisis head on when one does happen is crucial in making sure a company can overcome and survive whatever the crisis may have been.

Recently, Sea World officials found themselves in this very situation when Dawn Brancheau, one of Sea World’s trainers, died from multiple traumatic injuries and drowning after being pulled into the water by a 12,000 pound killer whale named Tilikum.

Almost immediately, all upcoming whale shows were cancelled at all Sea World parks (not just in Orlando) while officials could digest what had happened and figure out how to respond to the public (this was probably one of the best things officials could have done at this point). In just the short time before the press conference was held, opinions across the nation were being formed about the park.

Sea World officials were in the midst of having to prepare for what could very well be some of the toughest questions they have or would ever be asked. Everyone wanted to know why such a well-known, nationally loved park would allow trainers to work with this whale, especially after he had already been involved in the death of two others in the past? They also wanted to know why the whale was not being released into the wild and, if as a spectator of a future show, they could be hurt as well.

When the news conference was held, Sea World officials faced the questions head on. They explained what had happened, why they thought it may have happened, as well as what they were going to do to make sure it didn’t happen again. Fortunately for Sea World, it has a solid reputation and people, for the most part, do understand that there is always some risk when working with wild animals, especially ones of this size.

However, despite all of this, officials are going to have to continue doing “damage control.” The debate of keeping wild animals in captivity is going to continue for a very long time and, when it does, there is a good chance Sea World’s name is going to be within the conversation. It will be really interesting to watch the next few weeks and months unfold to see what Sea World does to continue regaining the public’s trust and support.

But all this is just my personal opinion, so I want to hear what you think about the incident at Sea World? Do you think their officials did a good job at minimizing impact to their brand? What do you think they’ll do to regain support?

Olympic Spirit Shines Bright

2010-02-24T09:08:00.000-06:00

By: Cole Buergi, Senior Account Executive, Leonard & Finco Public Relations

If you’re like me, you’ve been glued to your television set for the past week and half watching the world’s greatest athletes perform at the Olympics. The competition has been amazing and the viewership for this Olympics has set records in the television industry.

The Olympics have brought the world together in happiness and in sorrow. Viewers worldwide mourned in the tragic death of luger Nodar Kumaritashvili who crashed during a training run on the opening day of the games.

And, of course, who could forget the few awkward moments when a malfunction happened during the lighting of the Olympic flame inside the arena during the opening ceremony or the protests regarding the chain link fence keeping visitors from getting close to the Olympic flame outside.

Through the tragedy and minor missteps, some truly wonderful stories have been shared with the world. Stories like speed skater J.R. Celski who fell in September during Olympic trials and severely cut his leg to the bone with his own skate. It was thought he might not be able to compete in the Olympics, but he did, and took a bronze in the 1500 meter. Or downhill skier Lindsey Vonn who overcame an ankle injury to capture her first Olympic medal, a gold medal, in women’s downhill and added to it a bronze in the Super-G.

Perhaps the greatest story of these games is of Canadian skater Joannie Rochette who is in third after the short program yesterday. She decided to continue to compete just two days after her mother died. You could sense the pain inside her as she took the ice. And, with true Olympic spirit, fans from countries throughout the world inside the arena that night, showed their support with thunderous applause. My hope is she takes the gold.

Stories like these and so many others exist throughout the Olympic Village and it’s these stories that embody the Olympic Spirit and what draws millions of viewers to watch each day.

The one thing I’m most grateful for is that the Olympics allows the world the opportunity, for one brief moment, to forget about all the negative things happening in the world and, for two weeks, the talk at the water cooler is, “did you see that performance last night?”

Share with us your favorite moment of the games. Do you think NBC has done a good job on the coverage? If not, what could they do differently?

The Best PR of All: Good Customer Service. And why don’t people get that?

2010-02-18T09:31:00.001-06:00

By: Susan Finco, President, Leonard & Finco Public Relations, Inc.

People often ask us what’s the best PR a company can do? The answer is simple: provide good customer service. No matter how much strategic communications planning you do, how much great media you earn, or how much of a buzz you’re generating, bad customer service can come back to haunt you. Case in point: I just returned from a seminar in Las Vegas. The conference was great. The hotel was an entirely different story. Never stayed at Caesar’s Palace before and was really looking forward to it. The place looks over the top fabulous. Rooms are very nice. But the customer service? Terrible.

There was a large conference of about 2,000 young hairstylists checking in at about the same time I arrived. Total chaos in the registration area. I was informed by Caesar’s personnel that they “hadn’t expected” all the people and they were “slammed.” Strange, considering they have a conference center. I was repeatedly told to come back in an hour and things would be better and I could check in. They never were better. Three hours later, after talking with several personnel who were directing the registration traffic, I was finally allowed to check in at the preferred guest desk.

Then I dropped off my luggage ticket at the bell desk and was told the bags would be at my room in a half-hour. And so the wait began. Every hour I called. If the bell desk didn’t answer (which it often didn’t), I called the front desk. Every hour I was told the bags were on their way. After four hours, I had it and went to the bell desk, politely but firmly stating I wanted my bags NOW. Amazingly, they were able to find them in ten minutes. No apology and no offer to take them up to the room. Just an “explanation” that they sometimes have a glitch in their system which indicates the bags are being delivered when they aren’t. OK….four hours of hourly calls and they had no idea there was a problem? And what happened to the front desk guy I talked with (twice) who said he was looking into it?

Next stop: the manager. Explained to him what happened and he said he was surprised that no one had alerted him to the problem. (It wasn’t like I didn’t try letting someone know). He said they were looking into a new way for handling check-in when there were conferences and was unaware of the baggage issue. He never offered an apology or asked what he could do to make it right. So, I asked for him to comp my room and provide a dinner voucher because I had: a.) lost a half day of work since my computer was in my bag in the luggage hold and b.) spent the evening in my room waiting for my bags while friends went out to dinner. He told me he didn’t have the authority to comp my room but could offer me “something” for the spa or a meal. I challenged his inability to comp my room and he said he could do a night but no more. After a seven hour ordeal you think he would have apologized and OFFERED something to make it right.

This set the tone for the rest of the stay. No in-room information about property amenities, restaurants or check out procedures. Calls to the bell desk or front desk that either weren’t answered or took a long time to answer. Being charged a dollar a page, plus Internet time to print out my return flight boarding passes. No final bill under the door on the morning of check out.

No surprise that when I returned home I posted about my experience on several social media sites and my Facebook page. How many people see that? And I can tell you it generated comments and some phone calls from friends who said they had similar experiences there. Bad PR? Absolutely. Could they have made me a fan despite the problems? Absolutely. Apologize. Ask what they can do to make it right. It’s really not that tough.

Love to hear your customer service stories; the good, the bad and the ugly. Have you encountered a bad experience only to be won over by a firm or person who got it?

Super Bowl Commercials Enhanced with Social Media

2010-02-10T10:54:00.000-06:00

By: Angela Walschinski, Account Assistant, Leonard & Finco Public Relations, Inc.

This past Sunday millions of viewers tuned in to watch Super Bowl XLIV and I was one of them. Don’t get me wrong, I love watching football, but when it comes to the Super Bowl my attention is equally focused on the commercials. This is the one day in which the commercials are just as important as the game. After all, companies spend 2-3 million dollars or more on a 30 second spot in the world’s most popular sporting event just to showcase their specially created ads to generate a variety of public reactions, whether it be developing an image or changing public perceptions.

This year companies used humor, celebrities and the presence of social media to enhance their Super Bowl ads. From Google’s first Super Bowl commercial “Parisian Love” to the humorous Doritos ads submitted by fans, the commercials were viewed by millions around the world.

Social media networks such as Twitter, Facebook and YouTube were utilized to increase the anticipation for these expensive advertisements. For instance, on Facebook, fans were asked to select the commercial they would most likely want to view during the Super Bowl, giving viewers the opportunity to help determine what commercial would be aired.

During the Super Bowl, social media networks helped create an instant buzz of feedback online through real time tweets on Twitter as well as postings to Facebook Fan pages regarding opinions of the ads. And, if you did miss out on a commercial during the big game, YouTube offers a place to go to view all the commercials again and again.

What was traditionally referred to as “word of mouth” now has morphed into “word of social media.” Companies are realizing the full power and reach of social media and what it means to their bottom line. When used correctly and, in conjunction with traditional media, social media is a cost effective way to increase the effectiveness of the ad campaign and to attract viewers to a company’s social media network.

What are your thoughts? With another Super Bowl completed and millions spent on advertising, which companies do you feel spent its money wisely?

Key to Consistent Image is Consistency

2010-01-28T12:57:00.000-06:00

By: Kristin Rabas, Account Executive, Leonard & Finco Public Relations, Inc.

Similar to other Northeast Wisconsin residents, I’m a pretty big fan of Wisconsin sports, which leads to the occasional viewing of ESPN’s Sportscenter. I’m also a fan of the quirky habits and personalities. The following clip, featuring various Minnesota Vikings players and head coach Brad Childress discussing Brett Favre’s request for them to wear Wrangler jeans while playing football, made quite the impression on me. Of course it was all in fun and a great play for Wrangler, but it got me thinking.

http://espn.go.com/video/clip?id=4833852

Besides being hilarious, this was a great PR tactic for Wrangler and the Vikings. Image is something every business or individual who’s connected to some sort of brand or business needs to be aware of. Image sets individuals apart from others, can establish you as an expert in your industry, if you’re not careful, it can work against you if not managed properly. When it comes to building an image, consistency is the most important aspect. For instance, you can’t say your company supports environmental awareness and then the next day burn a pile of tires in the empty lot next to you. It’s important to live your brand.

Let’s use this clip as an example of image building for Wrangler, Brett Favre and Jared Allen.

First of all, Wrangler’s image centers around “manly men.” Think about the latest advertisement Brett Favre appeared in to promote Wrangler. It consisted of a group of men in a muddy field, running around playing tackle football. This clip portrays the same image for Wrangler. It perceives Wrangler jeans as sturdy, rugged and apparel that even professional football players like to wear when they’re active. What a great endorsement from some of the toughest and most recognized men in sports

Secondly, think about how this clip projects Favre’s image. He’s a leader, strong, influential and his opinion is important. If he says everyone needs to wear Wrangler jeans, everyone is going to wear Wrangler jeans. As a quarterback of a professional football team, what other image would you want to portray?

Lastly, let’s look at Jared Allen. This clip portrays him as a little bit of a goof ball, fun loving and a little quirky. Some may wonder why he would want to be portrayed that way. Don’t football players want to be seen as macho and tough? Well, when you’re trying to set yourself apart from others in a highly competitive industry like the NFL, quirky instead of macho may be the way to separate yourself from the pack. The key is to be consistent.

The moral of the story is that the way an individual’s or businesses’ image is portrayed depending on the individual’s ultimate goal. Whether it’s to be a leader, a goof or a manly product, the most important thing is to remain consistent.

I thought this clip was funny and entertaining, and a great PR move to enforce Allen’s quirky nature, Wrangler’s toughness and Favre’s leadership? What do you think? Did this clip that pokes fun at Wrangler, Allen and Favre change or reinforce your perception of them at all?

Mark McGwire – too little too late?

2010-01-20T11:41:00.000-06:00

By: Kristen Paquet, Account Executive, Leonard & Finco Public Relations, Inc.

Did Mark McGwire’s recent admission of steroid use help him or hurt him? In a strategic move, McGwire finally announced what most people already suspected or knew – that he used steroids during the 1998 baseball season when he made history by hitting a record-breaking 70 homeruns in one season.

But did he do the right thing or make things worse? Did he ruin or help his image? There are few things to consider:

1. Timing: This recent admission has many people wondering what took so long. There weren’t too many people out there that didn’t at the very least question McGwire’s possible use of performance enhancing drugs. So why not admit it then? Or during his testimony at the congressional hearings in 2005? Why be honest about the steroid use now? Well, that leads to the second point:

2. What outcome is McGwire looking for? Did McGwire do it because he needed to come clean with his family friends and fans? Maybe the guilt he felt finally caught up with him. Or was it because he was hoping that the 5th time on the ballot to Cooperstown would be the charm if he did? Not to mention he is just a few weeks away from a new gig as the Cardinals’ hitting coach, putting him once again in the spotlight.

As a PR professional, I believe that McGwire did the right thing by admitting steroid use, but he should have done it a lot sooner instead of going into hiding (much like some other famous sports star we all know). I would have recommended that he face the facts and come clean. Yes, it is going to be painful, but he would have come out of this situation on a much more positive note 10 plus years ago. In fact, there are several examples of sports stars that admitted to some form of performance enhancing drug use and suffered few consequences such as Andy Pettitte and Jason Giambi. And while McGwire admitting things now will lead to some level of forgiveness, it will (and already has) led to much speculation as to his motives for doing so (see #2 above).

Whatever the reasons, McGwire has more to do than impress his new boss at the Cardinals. Rebuilding his image and regaining trust with his fans is a task he needs to take on as well.

So what do you think? Did McGwire’s admission of steroid use help or hurt his image? I’d like to get your thoughts.